Smart TV vision is a key success factor

Since Samsung launched the world’s first smart TV in January 2010, smart TVs have become more and more diverse in software and hardware. In recent years, TV companies have mainly used hardware interfaces and display technologies. Connections, as well as multiple combinations of software content, applications, web applications, etc. achieve product differentiation.

At the Forum on “Global Trends and Strategies in the Development of Smart TVs in 2012” held recently, Yang Shengfan, deputy director of the Tuoba Industrial Research Institute, pointed out that the three camps of smart TV were formed and the quality of content became the focus of competition. He said that after the birth of social networking-oriented smart TV products, the operating system platform will drive the formation of smart TV camps, and each of the camps will share application content on the platform. Judging from the current trend, Samsung Smart TV, which currently has nearly a thousand applications and 10 million downloads, will become a big camp; Sony and Vizio, as well as mainland color TV brands Hisense, TCL and Konka join the Google Android platform; LG , Sharp, and Philips are based on HTML5, CE-HTML, and HbbTV development languages ​​to jointly create smart TV software development tools. "Besides the TV brand manufacturers focus their R&D capabilities on developing applications, the quality of video and audio content is another key to success," he said.

As we all know, smart TV is a key product during the 12th Five-Year Plan period (2011-2015). During the 12th Five-Year Plan period, we will focus on the research and development and production promotion of smart TVs. We will focus on the research and development of operating systems and wafers, and strengthen alliances among enterprises. Application store establishment and so on. In fact, in Mainland China, smart TVs have emerged in 2011, and they have received market recognition once they are listed. The news from the manufacturers said that smart TV sales are in good condition and have been listed for less than a year, and the penetration rate has reached 10 %. Yang Shengfan estimates that smart TV will increase exponentially in 2012, with an estimated sales volume of approximately 8.5 million units, and the market penetration rate will increase significantly to more than 20%. In addition, with respect to the differentiation of smart TV content and services, the provision of TVs that can integrate services will become the focus, and as consumer acceptance gradually increases, the supply side will continue to ship, and its penetration rate in 2015 is expected to exceed 50%.

Faced with such a promising market prospect, Yang Shengfan pointed out that the construction of the smart TV industry chain is still the main task of the Chinese mainland manufacturers for a long time in the future. The establishment of operating systems and application programs is the focus of the 2012 manufacturers. However, he also stated that there are two key points for the smart platform to win: First, it is recognized by other manufacturers, and it can be freely applied to other smart terminals including mobile phones, tablets, etc.; second, there must be a wealth of applications.

Yang Shengfan said that the development of the color TV industry in the mainland has been subject to the lack of core technologies. However, with the help of smart TVs, mainland Chinese manufacturers will build a relatively complete industrial chain from operating systems to smart wafers to content and applications to services, and will The mainland market won.

There is no doubt that smart TVs will be the future form of color TV products. Currently, manufacturers are gradually changing from hardware manufacturers to hardware + software + integrated suppliers of content and services. "From hardware to software, hardware and software integration has become a key success factor for smart TVs." Yang Shengfan said that the trend of connected TV market is moving towards two kinds of disparate development: one is built-in high-end TV broadcast services such as Hbb TV and YouView. Basic models; the other is a smart TV that can set application programs, perform search and browse functions, and build a user interface. (Editor: Huang Jingjing