What the hell is a box?

Summary: Now the box, in fact, mostly from the HD player evolved, before the Internet content is not connected, is very simple things. But once the licence is involved, the problem becomes complicated. And because of the license plate, the box is a niche product again

Now the "box", in fact, mostly from the HD player evolved, before the Internet content is not connected, is very simple things. But once the licence is involved, the problem becomes complicated. Also because of the license plate, "box" This is a niche product once again into the public's view. A lot of people are wondering: what is a box?

Since 2009, when domestic manufacturers launched Internet TV products, copyright disputes over Internet TV content have never ceased. Even the patron of the color TV manufacturers-the Ministry of Industry's China Electronic Video Trade association, also did not change sarft a paper ban binding. So the color TV manufacturers have "get off the hook", choose to have the Internet television licence with seven content providers to cooperate, the product can continue to sell.

TV must be sold fair and square. And the original as a TV accessory to the HD player is not. The number of large and small domestic manufacturers of high-definition players are also beginning to enter the field of Internet video, of course, there will certainly not be "holding the Internet television licensing agencies operating management requirements" constraints.

And when you want to go onstage, you have to accept the rules of the game. When Millet tried to shock the regulatory bottom line of SARFT, set-top box industry attention. Some people are afraid of the high profile of millet will trigger regulation from tight, but also some people expect that the action of millet can change the SARFT policy. But, as usual, nothing changed. To survive, you must obey the rules of the game.

"Box", in the end the value is not worth millet so look forward to?

1, "box" status

Complementary to traditional TVs without additional network functionality. As more and more intelligent applications become the standard function of TV, and the price of TV products continue to reduce prices, as a TV accessory "box", its function will be more and more integrated in the TV machine.

According to the information released by the Austrian consultation, smart television grew significantly in 2012, with a penetration rate of 19.2% in January and a penetration rate of 41.4% per cent by October. Television manufacturers are increasing the proportion of intelligent television production. Lu Xianbo, Deputy Secretary-General of China Electronic Commerce Association, has said that set-top box is only a transitional product, will eventually be replaced by Smart television.

From the current "box" can provide the function of view, its market is increasingly small. TV screens are hard to demand, and the improvement of TV content is soft demand. The stock of traditional television will be less and fewer, although it is no longer the core of most home entertainment, but television is still in every family's living room and bedroom. Those large, lighter, sleeker, cheaper and inherently intelligent operating systems will increasingly occupy the living room.

If smart TV is cheaper and easier to operate, it no longer requires a "box".

2, "box" audience

Take the Millet "box" for example. Millet "box" was lei positioning for millet mobile phone accessories. and millet mobile phone users, mostly in school students, just entered the workplace, income is not high and rental of the young family. Such users would have a small demand for television, or even some people do not have the conditions to use the TV. Therefore, if from the millet mobile phone to expand the "box" users, from the positioning, said the user's overlap is not high.

A recent set of data suggests that the age structure of television viewers has "aged", with consumers over 40 years old becoming mainstream viewers. And this part of the crowd, it seems to "the most feverish mobile phone accessories" will not have much interest.

3, "box" fatal wound

As long as you want to go onstage, you have to be the upstream content provider choke neck. According to the 2011 State Administration of radio and television, "holding the operating management requirements of Internet TV Licensing Agency", set-top box products, must cooperate with the licensee to enter the market. At present, only Cntv, the southern media, Shanghai SMG and other 7 central enterprises have licences. Millet "box" can be reborn two degrees, also proved that Millet has accepted the "arm" of the price.

Millet "box" again announced this week with Cntv, through Cntv's future TV company's China Internet TV integrated broadcast control platform, providing content, client management and user billing, Millet is only through the platform "to provide services to users."

Le Vision also took the same approach to CNTV cooperation. According to the agreement signed by Le and Cntv, CNTV is responsible for the overall operation and management of Internet TV business, provides content distribution platform and broadcast control platform in line with SARFT policy requirements, provides users with their own and third party program content, and carries out broadcast control audit. Le Vision is responsible for the Internet set-top box terminal development, production, operations and services, to provide CNTV content and CDN distribution resources.

No one can tell how big the market is. Internet license can be both referee and athlete. For example, the know-it-all has just released an internet TV set-top box called "Little Red Cool Box". This shows that, do not rule out the "box" market bigger, licensing side kicked open other "box" to do their own possible.

Fate is pinched in the hands of others, after all, is very suspended.

A license plate makes people happy and worrying. Maybe the millet have started to envy the "box" under the table.