The imperfection of the smart TV ecological chain has caused the smart TV to fall into an endless cycle of lack of applications, poor operating experience, and unclear business models. The mechanism to crack this endless loop lies in understanding the needs of smart TV users and paying attention to user experience.
With the previous year's color TV companies have rushed to announce the price reduction promotion strategy before the May Day golden period, and swarmed to introduce almost similar new product features to the media, this year's May 1 color TV war seems to have gone without the smoke of the past.
At this time in the previous two years, "color TV sold cabbage prices." An employee who has been promoting TV sets in Suning for two years still has a fresh memory, and his assessment task this year is not how many products to sell, but Collect user feedback after product experience.
Color TV companies have realized that in the past few years, the good days of relying on home appliances to the countryside and trade-in policies to drive sales growth have come to an end. What is even more dangerous is that TV users' main consumer power has begun to lean towards the 1980s, and this part of the population is gradually being diverted by mobile phones and tablet computers.
"Holding the screen of TV must make TV the third information access terminal after computers and mobile phones." Zhou Houjian, chairman of Hisense Group, even said in an interview with Tencent Technology, "Hardware manufacturing companies will not eventually improve their soft power and they will eventually fall As a processing enterprise. "
As early as 2011, the concept of intelligence has been introduced into TV sets, and even Apple and Google have begun to line up in order to find opportunities in the battle for the largest screen. On the surface, the industrial chain architecture of smart TVs has tended to prosper: some new forces represented by IT, Internet, software, content, etc. from all industries have joined, and TVs have appeared such as games, videos, shopping, tools, Applications such as online payment have sprung up.
Nonetheless, compared to mobile phones, the smart blue ocean has not led to subversive changes in the color TV industry. After three years of running, smart TVs are bland in terms of user response, product expectations, and market returns.
Long live smart TV second screen dead
According to foreign media reports, people want televisions to be used to watch television. It ’s best to leave messages on Twitter, photos on Facebook, and browsing the web for smartphones and tablets.
According to statistics from market research company NPD Group, more than 40% of American households with connected TVs do not even bother to connect them to the Internet. This is something that TV manufacturers in the future never dreamed of. Now, the attempt of smart TV has failed, and the use of TV as a second screen with mobile devices will be supported by people.
Screwed up! Smart TV
In 2010, people redefined TV sets as computer mashup products with large screens in the living room, which sounded reasonable at the time. Why not play games, run programs, and surf the Internet on TVs that broadcast cable or satellite TV programs? Advocates soon named the new device "smart TV."
Intel is the biggest proponent of smart TVs, and it feels this is a new use for its chips. It said that smart TV "may be the most important change in TV history." However, by the end of 2011, Intel gave up the smart TV business and focused on the smartphone and tablet business.
The key issue is that mainstream TV manufacturers such as Samsung and LG have launched some applications that are not related to watching TV. You should know that watching TV is the primary purpose of people sitting in front of the TV. Therefore, it is not surprising that few consumers are willing to spend more money to buy the next-generation TV, because many of the fancy features built into it are not what they want most.
Today, the direction of television development is very different. Internet video appeared on the TV through other devices such as Apple TV, Roku and Boxee Box. According to NPD, almost 10 out of 10 consumers with connected high-definition televisions use such devices, using Internet video as a useful supplement to pay TV programs.
As for other "smart TV" activities that people advocate-reading or posting on Twitter or Facebook, reading e-books or magazines, making video calls, shopping or playing games-only attracted less than 10% of smart TV users.
TV as the second screen
Video is clearly what people want to see on TVs, so pay TV program providers have turned their attention to tablet applications. Instead of launching expensive set-top boxes, they want people to use tablets to find their favorite movies, watch programs that good friends are watching, and watch their favorite programs.
These applications will increase the fun of watching TV, because they can provide baseball player performance statistics or actor profiles or behind-the-scenes footage of the user's favorite programs. These applications can also generate very useful user data, allowing advertisers to create targeted advertisements based on these data.
When you travel, it will be very useful to have an app that knows your TV watching habits. Imagine connecting your tablet to a TV when you arrive at a hotel room, and you will immediately get the same viewing experience as you do at home.
"The TV needs to act as a dock." Paul Gray, an analyst at DisplaySearch, an NPD group company, said, "It needs to work with these mobile devices."
Panasonic first introduced a TV that can be wirelessly connected to a tablet computer. There is no doubt that competitors will start to follow suit, because TV manufacturers have always emphasized seamless connection with wireless devices.
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