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This aspect reflects that in the Internet era, China's Internet industry has finally been able to maintain synchronization with the world, and even become the industry's original and leading in some ways; on the other hand, it also reflects the global vision and ambition of the Chinese Internet companies themselves. . 
LeTV, which started with video websites, launched a global strategy this year and has established branch offices in Los Angeles and Silicon Valley. In comparison, while most other companies are still brewing and planning, LeTV has become a Chinese Internet company that has directly expanded its business to the United States as a high-tech and internet engine country, becoming a pioneer.
Then, as a company listed on the China A-share market, LeTV, when its financial strength is still unable to compare with BAT, why did it make such a seemingly advanced strategic deployment, and how does the United States compete in the Internet video and smart TV fields? Where is LeTV's opportunity? This article will systematically investigate and sort out these issues, some of which are from LeTV.
Triple Play and High Wired Subscription Fees
With China's current triple play convergence still remains verbally different, the United States triple play has developed a very mature stage. The network services required by Chinese users are mainly provided by the three state-owned monopoly telecommunications operators of China Unicom, China Telecom, and China Mobile, while the U.S. network service providers appear to be diverse and complicated, including cable television, fixed line services, and the Internet. Businesses have largely merged into one another. You have me and I have you. It is difficult to have a clear distinction.
The convergence of the United States’ cable television network and the Internet is inseparable from the United States’ relaxation of the regulation of the cable television industry. After two major regulatory changes in the cable television communications law in 1984 and the telecommunications law in 1996, the cable TV industry’s internal horizontal and vertical orientation The integration has been greatly strengthened, and the barriers between the cable TV business and the communications business have also been removed.
At present, the major TV network companies in the United States include Comcast, Cox Communications, Charter Communications, and Cablevision. The major telecommunications network companies include ATT and Verizon. With the development of triple play, they are all providing services including cable television and broadband internet.
In recent years, with the digitalization of television and the innovation of Internet communication technologies, the traditional American cable TV industry has played an extremely important role in the triple play business.
Comcast is the largest cable TV operator in the United States. According to relevant data of SNLKagan and Nielsen, as of the end of 2011, its basic cable subscribers were 22.34 million, and it had 20% of pay TV users nationwide. Time Warner Cable TV ranked second, with 12.06 million basic cable subscribers, of which 8.956 million were digital cable subscribers. Cox Communications ranked third, and basic cable TV users were 4.76 million. The charter company is the fourth largest cable television system, and the basic cable television users are 4.32 million. The cable TV company ranked fifth, and the basic cable TV users were 3.25 million.
According to relevant data, the United States has a total of 7,136 national and local cable television networks, more than 60 million basic cable television users, 117 million occupied homes (Occupied Homes), 49.7% basic coverage, and basic cable television in the United States. The monthly subscription fee is US$50.35; the digital cable (DigitalCable) monthly fee is US$15.7, and each pay TV channel is US$10.21 per month; each cable TV subscriber pays US$139.5 per month. The data also shows that the average annual user flow rate (Churn Average) of basic cable television service in the United States is 30% to 36%, and that of paid cable TV is 70% to 80%.
At present, Comcast has already begun to enter the Internet operation to realize the integration of three networks, providing customers with TV, voice, high-speed Internet services: cable television content, VOD and high-definition television services, etc.; providing broadband network with the coaxial cable TV network Services; IP telephony services delivered by their own private network.
In 2014, Comcast acquired Time Warner Cable, the second largest cable TV operator in the United States, and became stronger. Now it is already the second largest Internet service provider in the United States after ATT.
U.S. Cable Network Bundling Service
The following takes AT&T as an example to briefly introduce the operating model of U.S. network service providers.
In terms of cable TV services, AT&T has several basic service packages available for users to choose from, including U-family (including more than 100 channels), U200 (including about 200 channels), U300 (including about 300 channels), U450 ( Including about 450 channels, etc., and the user is free to subscribe to other channel packages separately from these basic service packages, which of course requires additional costs, such as a monthly service fee of $16 for an HBO package. Each package can be used for up to 8 TVs.
AT&T provides an Internet TV service called "U-verse" that is fully available through digital networks. Features include: DVR can be used to record 4 programs at the same time for future viewing; Through the wireless receiver, you can watch TV at any location in your home; Provide more than 180 HD channels, and is still increasing; Network download speed can be highest Up to 24Mbps.
According to relevant sources, AT&T is currently pushing 18Mbps broadband service, and the average US home network bandwidth has reached 12Mbps.
In terms of hardware devices, AT&T provides users with hard disk recorders DVRs and wireless receivers in order to achieve network transmission of cable television channels.
AT&T can provide a package of services including U-verseTV, broadband networks, and digital telephones, and enable these services to be connected with each other, giving users a very convenient and modern experience. Moreover, AT&T also has its own APP on the computer, pad, and mobile phones, enabling their subscribers to enjoy multi-screen services and multi-screen interactions.
According to our field survey, the average US consumer cable network (including broadband, fixed line, and cable TV) is US$140-150 per month, and the US middle-class monthly income threshold is approximately US$5,000. This shows that the cost of its wired network is relatively low. very high.
In addition, it is understood that Americans like to watch sports programs very much. Therefore, various sports channels are well-developed in the United States.
The rise and impact of video websites
At present, most cable television service providers in the United States provide free movie on demand or rental services through set-top boxes, but they do not provide content services through the Internet platform.
However, with the rise of online video giants such as Netflix, Hulu, and YouTube, traditional pay TV operators (both wired and satellite) have been hit, and many Americans are giving up cable services and turning to the Internet to watch Movie drama.
Among these, Netflix, a streaming media website that is mainly responsible for genuine video length video, is the main competitor of major cable TV networks. Netflix has gradually transformed itself from the initial DVD rental service to a video website streaming service provider. Its subscribers have reached 56 million. As of October this year, Netflix’s market value was US$37.53 billion, equivalent to more than RMB200 billion. Netflix has surpassed Comcast, the largest cable TV service provider in the United States, and has become North America's largest entertainment subscription service provider.
Netflix has already collaborated with many consumer electronics manufacturers. Its streaming service can run on hundreds of devices, making it easy to make movies and TV shows on screen.
According to an analysis by market research firm NPD, 61% of all movies viewed through the Internet occurred on the Netflix platform; Edward Williams, an analyst at US investment bank BMO Capital Markets, pointed out that this number is the second-ranked online movie in the market. Service provider Comcast is more than 8 times.
The United States "New York Times" pointed out that the cable TV industry has faced future development prospects and financial concerns, especially online streaming media services are stealing users.
Netflix, Hulu and other online chasing drama markets have led many consumers to cancel the charge of satellite TV and cable TV, which is similar to the situation in China.
For video content provider Hollywood, the joining of video websites can naturally amplify the revenue of its digital movies and make up for the shrinking video disc market.
It is because cable TV service providers are facing the impact of online video, so they have implemented transformation strategies, including the integration of online video. Two years ago, major TV stations and wireline network operators in the United States tried every means to block the flow of wonderful content to online video. Now they are finally beginning to change their thinking methods and begin to think of ways to meet people’s need to “watch videos anytime, anywhereâ€.
Previously, U.S. media reported that Hulu, the second largest paid video service provider, is in talks with major cable networks such as Comcast, Time Warner Cable, and Cox Communications to provide subscribers with on-demand services through set-top boxes. It is said that in the future cable operators may bundle the Hulu video service directly in the channel package. In this way, subscribers can enjoy the convenience of network video without cancelling the cable service.
Time Warner's HBO has also launched HBOGO services for Apple and Android devices to provide high quality video and video content to Internet users.
In summary, we can see that all the same destinations, whether traditional cable TV service providers, telecommunications service providers or video websites, are constantly being integrated and developed. Through the Internet, users can watch various TV dramas on any terminal screen at any time and place. The demand is the trend of the times.
LeTV's strategic opportunity analysis
Through the above introduction, it can be seen that in the U.S. market, since the triple play has basically been completed, various types of online service providers and video websites that are of different origins are striving to provide more convenient and faster online video services. Compared to the Chinese mainland market, the US market is undoubtedly more open and mature.
Because of the global unity and openness of the Internet, the Internet-based video service model can be used globally. This also allows LeTV to successfully replicate its successful model in mainland China to the United States.
LeSpot built a model of "platform + terminal + content + application" ecological model, with considerable forward-looking, even in the United States can not find a company whose model is exactly the same. Its ecological concept is similar to that of Apple and Amazon. It also has more video and content rights than Apple. It has more smart TV terminals than Amazon; its video content is similar to netflix, and it has more smart TVs and other hardware terminals; LeTV You can strengthen cooperation with Hollywood content providers.
In addition, the U.S. TV terminal market is still dominated by traditional TV manufacturers such as Japan (Sony, Panasonic, Toshiba, etc.) and South Korea (Samsung, LG, etc.). Although they have also launched Internet smart TVs, they are still unable to do so. Use internet thinking to transform television. The success of LeTV in China has proven that Super TV can be said to be the best Internet smart TV in the world. LeTV uses the concept of “a million people to use, 10 million people to develop,†the big screen operating system built , to give users a new and intimate Internet experience.
Moreover, in addition to better performance, LeTV super TV compared to Japan and South Korea brand TV, the price advantage is obvious, such as the same 50-inch 4K3D TV, Samsung's network is priced at 1599 US dollars, equivalent to 9792 yuan, compared to LeTV X50air in the country The selling price is nearly 2 times higher. Even if LeTV is to increase its selling price in the United States, there will still be a huge competitive advantage. I believe it will re-enact the scene of subverting traditional TV manufacturers in the country.
Although cable TV network service providers in the United States are also offering DVR-like set-top box products and services to users, most of their functions are limited to the recording of live broadcast programs on the cable network. Internet video providers such as netflix, hulu, and LeTV cannot be online. Free on demand and other network functions. LeTV's Super TV and LeTV box just fill this market gap.
The Apple TV previously launched by Apple is the only product on the US market that is similar to LeTV. AppleTV has entered into partnerships with such heavyweight video service providers as Netflix, Time Warner, HBO, Disney, and ESPN. Through it, users can purchase online and watch online. Kind of film and television drama. However, after the introduction of the appleTV, a box product, Apple has not launched a large-screen smart TV, which also gives LeTV an excellent market opportunity.
As LeTV has more and more copyrights of movies and TV dramas, it can also cooperate with cable TV network service providers to bundle corresponding services in its packages so that users can perform on-demand TV dramas through set-top boxes. In the overseas Chinese market, it is also possible to establish its own Chinese-language carousel channel, and successfully promote LeTV's domestic film and television show and variety show video overseas.
Nowadays, smart TVs such as Sony and Samsung have been preloaded with video apps such as netflix, hulu, and YouTube. In the future, LeTV can also cooperate with these video sites to pre-install software. And in the United States, there will be no policy risks such as the radio and television ban.
In short, in the future, whether through cooperation with cable TV network service providers, bundling film and television resources into its package services, or through the sale of LeTV Super TV, establishing its own extensive terminal entry system, LeTV will have the opportunity to occupy the U.S. market. A place. 
Generally speaking, when business users choose tablet PC products, they still focus on "regular items" such as processor, battery, operating system, and built-in applications, especially office software applications, which are a good helper for business users.
First of all, there must be powerful office software such as customer management software, which can record customer data and related information anytime, anywhere. There is also a need for powerful marketing software, software marketing, reducing manual intervention, and one person can handle all the publicity and customer information.
Is there a chance for us to have a triple play in the United States in China?
At present, many Chinese private enterprises are talking about overseas strategies and overseas expansion. Compared with traditional manufacturing, emerging high-tech companies and Internet companies are more active and prosperous.
For example, Alibaba, which had just been listed in the United States this year and has a market value of more than $290 billion, has already been seeking overseas expansion. In August, South Korean President Park Geun-hye met with Ma Yun, chairman of the board of directors of Alibaba Group, at the president’s official residence in Qingwatai. After the listing, Ma Yun also visited Apple’s headquarters. All these news signals that Ali is currently deploying overseas. In China, Xiaomi, who has become a pioneer in the development of low-cost smart phones and Internet marketing, also sent a vice president, Li Wanqiang, to the Silicon Valley in the United States.
AT&T, which was developed from traditional fixed-line network service providers, has now grown into a full-range Internet service provider including fixed network, cable television network, and broadband network, and its market share ranks first in the United States.
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