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市場調查報告書

中國的智慧OTT TV:市場開發、競爭策略、對傳統企業的影響

Chinese Smart OTT TV: Market Development, Competitive Strategies and Impacts on Incumbent Players

出版商 Market Intelligence & Consulting Institute (MIC) 商品編碼 306074
出版日期 內容資訊 英文 43 Pages
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中國的智慧OTT TV:市場開發、競爭策略、對傳統企業的影響 Chinese Smart OTT TV: Market Development, Competitive Strategies and Impacts on Incumbent Players
出版日期: 2014年06月19日 內容資訊: 英文 43 Pages
簡介

中國的行動線上服務用戶劇增,不過多數的用戶依然喜歡免費線上服務。因此,OTT服務供應商只依賴廣告收入來支付巨額的售權費用、CDN(內容傳遞網路)建立成本,及平台的維修、諸經費。面臨行動服務市場飽和,TV給予尋求新機會的傳統OTT服務業者提示。另一方面,OTT服務業者的引進,在TV市場上引起價格戰爭,侵蝕TV品牌的未來收益。特別是智慧型電視應用開發的經驗不足,為未來的智慧型電視開發的一大課題。

本報告提供中國的智慧OTT TV市場上市場發展、競爭策略及對現有企業的影響相關分析。

專題清單

  • 全球智慧OTT TV市場及Apple的 iTV Google TV 發展
  • 中國的主要OTT STB供應商(Xiaomi、BesTV、Letv、PPTV、Wasu,及 Skyworth)的發展與其(由視訊內容、應用程式商店供應商、廣播許可證所有者、硬體設備開發者、小工具廠商及頻道配銷商組成)產業價值鏈
  • 關於中國的智慧OTT TV產業的開發,Letv、Xiaomi、iQiyi、TLC,及Skyworth (Coocaa TV)、阿里巴巴、Haier、Konka,及Hisense導入的策略對現有企業的影響
  • 包含新的觀點、新的合作夥伴、智慧型電視和行動裝置的新匯流及用戶資產最適合的有效利用的,在智慧OTT TV產業中產生競爭優點的4個策略
  • 本調查分析提及的企業、組織
    • Alibaba, Amazon, Apple, ASUS, Baidu, Belkin, BestTV, China Telecom, CNR, CNTV, Disney, D-Link, Foxconn, Funshion, Goji, Google, Haier, HBO, Hisense, Huawei, Huluplus, HunanTV, Intel, iQiyi, Konka, Letv, LG, Logitech, Lumen, Marvell, MediaTek, MLB, NBA, Netflix, Netgear, Philips, PPStream, PPTV, Roku TV, Samsung, Sharp, Skyworth, Sony, Southern Media Co., TCL, Vizio, Wasu, Wistron, Withings, Xiaomi, Youtube
目錄
Product Code: DPSYM14061801

This report presents analysis of market development, competitive strategies and impacts on incumbent players. China's mobile online service users have grown rapidly but most users still favor free online services; thus, OTT service providers can only rely on ads revenue to pay for huge license fees, CDN (Content Distribution Network) construction costs, as well as platform maintenance and overhead expenses; facing a saturated market for mobile services, TV has shed the light for conventional OTT service operators who seek out for new threads of opportunity.

Meanwhile, the introduction of OTT service operators has triggered price wars in the TV market and has eroded further the profitability of TV brands; controlled by license holders, TV content alone is hard to create differentiation and thus TV UI and app improvements are critical for OTT service operators to increase revenue; lack of applications developed specifically for smart TV experience will pose a significant challenge to future smart TV development.

Table of Contents

List of Topics

Global smart OTT TV market and includes the development of Apple's iTV and Google TV

Development of Chinese major OTT STB vendors, namely Xiaomi, BesTV, Letv, PPTV, Wasu, and Skyworth, and includes their industry value chain that is composed of video content and app store providers, broadcasting license holders, hardware developers, gadget manufacturers, and channel distributors

Strategies adopted by Letv, Xiaomi, iQiyi, TLC, and Skyworth (Coocaa TV), Alibaba, Haier, Konka, and Hisense for developing China's smart OTT TV industry and includes impacts on existing players

Four strategies to create competitive advantage in the Smart OTT TV industry that include a new vision, new partners, new convergence between smart TVs and mobile devices, as well as optimal utilization of users' assets

Companies and organizations analyzed or mentioned in the report include:

Alibaba, Amazon, Apple, ASUS, Baidu, Belkin, BestTV, China Telecom, CNR, CNTV, Disney, D-Link, Foxconn, Funshion, Goji, Google, Haier, HBO, Hisense, Huawei, Huluplus, HunanTV, Intel, iQiyi, Konka, Letv, LG, Logitech, Lumen, Marvell, MediaTek, MLB, NBA, Netflix, Netgear, Philips, PPStream, PPTV, Roku TV, Samsung, Sharp, Skyworth, Sony, Southern Media Co., TCL, Vizio, Wasu, Wistron, Withings, Xiaomi, Youtube

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