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This year can be considered the first year of smart TV, but now it seems that it has entered a mature stage: the product is completed, the price is pulled down, the application becomes rich, and the model is shaping. LeTV was shocked and launched, and Xiaomi quickly followed suit. Internet giants cut through low-cost hardware such as TV boxes and TV sticks, or they provided smart TV operating systems to build new industrial ecosystems.
Difficult to replicate the OIA (Handheld Device Open Alliance) Ali Smart TV Alliance
In the past few years, Alibaba.com wanted to build an industry alliance based on the cloud OS built on Android and build China’s Android. What happened afterwards we all know, Google's attitude makes Alibaba Cloud quite embarrassing, Ali combined with the traditional mobile phone manufacturers launched several Bumblebee mobile phone sales are also relatively bleak, application developers can hardly be attracted to the past, the end result is this The ecology has not prospered.
Ali launched the Alibaba Smart TV operating system at the initiation stage of the smart TV, and drew up the TV broadcast control platform that is the content integration party, chip makers, TV manufacturers, and box manufacturers to establish the Smart TV Open Alliance. This move and the launch of GoogleAndroid, the joint mobile phone manufacturers, chip makers, developers, operators formed OHA (handheld device open alliance) exactly the same. The difference is that Google’s push for the Union is to export its own search, e-mail, and other applications to build a mobile portal, while Ali is trying to export the e-commerce business to the living room. Ali claimed that "smart TV operating system is based on the development of a mobile cloud system, but the mobile cloud system and Android are completely different systems." It is not known whether Google agrees with this statement.
I don't think smart TVs will embark on a similar system-centric development path for smart phones. Very simple, the bottleneck of smart TVs does not lie in the system. Traditional manufacturers have already built their own operating systems based on Android. For example, Changhong has TVOS, Skyworth has a godsend, and Hisense has VIDDA. Therefore, Changhong, Skyworth, etc. stated that they did not join Ali's Smart TV Alliance. What Android brings to the smartphone market is free, open, adaptable, scalable system and developer ecosystem, and this can continue to be used in other devices including TVs and smart watches.
Alibaba has no special advantage over these systems in addition to integrating more services such as shopping and e-commerce. In addition to Ali, other internet companies such as Baidu's iQiyi have also launched smart TV with TCL. However, there is currently no strong alliance formed.
Traditional manufacturers respond to the trend of smart TV and have their own ideas
On the eve of the forthcoming fourth-screen war, traditional TV makers have realized that tomorrow they may be the next giant to fall. Naturally, they will not be overwhelmed. However, they are not the same in their coping strategies. They all have ambitions to become bosses. . What are these vendors doing?
Do more:
Changhong is the most radical. Through the strategic layout of the home Internet, we are exploring a step closer to smart TV than it is today: let all home appliances be intelligent and connected to the Internet, and occupy the time of human family life. In this ambitious strategy, refrigerators, washing machines, air conditioners, and even coffee tables are all embedded in the operating system, connected to the Internet, and people can even remotely control the appliances.
This seems to be infinite, but it still has to be verified by the market. Some areas may still have technical bottlenecks, and they want to integrate so many devices, as well as equipment-based prosperity and ecology, which are not easily achieved through alliances. Therefore, Changhong now needs a strong "home Internet alliance."
Multi-handed preparation:
TCL has previously implemented the layout of smart TVs through its own system. For example, with Hisense and Changhong, they initiated the China Smart TV Industry Alliance (Zhongzhi League) and launched the STVOS operating system based on Android. It also did not regard the participation of Internet companies as an intrusion, and actively embraced internet giants such as iQiyi who mastered traffic and content, and cooperated in launching smart TVs.
TCL has launched smart TVs with different operating systems in 10 years, 11 years, and 12 years, and it has also launched "Dual System Smart TVs" based on WINDOWS and Android. These actions have not received particularly great responses. Very simple, as mentioned earlier, smart TVs are not systems, but hardware, content, and functionality.
May be aware of this, recently TCL and children's health companies launched the first children's TV: TCL Disney TV. The target audience for this TV is children. The product can help children prevent short-sighted eyes through technologies such as "training and training" and provides rich learning and entertainment functions.
This TV also pays attention to the needs of parents: In addition to not having to grab the remote control board with the child, the child lock meets the need of parents to manage the child's time. The nature that the parents are most concerned about is the health of the child. Now the child has been in contact with various electronic devices since childhood. Myopia is high, and instead of letting him play with these devices, it's better to let him pass TV entertainment and learning that are more suitable for him.
TCL Children's TV sets out from the child's point of view, starting from the needs of users (users and payers), rather than starting from corporate strategy. The user does not care about what operating system you are using. The concern is whether this product has good content and functionality. TCL has returned to the function itself.
Relying on giants:
Skyworth and Haier have joined the Ali Smart TV Alliance and formed a solid partnership with Ali. Skyworth's Smart TV, launched in partnership with Alibaba, has sold 56,000 units in Double 11 and has achieved impressive results. In addition to the reason that the products are competitive and priced at more than 2,000 yuan, this has a certain relationship with Ali's resource support. Haier’s double 11 in this year's sales chart also ranked second.
However, in addition to the resource support of the sales channels, Ali may not give much. My point is that smart TV, operating system is not important, Andrews will dominate the world, other manufacturers to do the system, just based on it to do some scrap material, just like the smart phone ROM.
Smart TVs should return to hardware, content, and functionality
Mobile phones are used to play, and smart TVs are used to see. Mobile phones are private personal devices, and televisions are home sharing devices. The mobile phone is mobile and the television is fixed. These differences mean that smart TVs need to address the information consumption needs of specific groups of people under specific circumstances and in specific scenarios.
The diversity of these needs is much smaller than that of mobile phones, and a large part of them can be classified as digital content consumption: whether it is TV programs, online videos, home movies, all of which can be classified as such. They will consume a lot of time. This means that the content will be very important, even more important than the application. Therefore, it can be seen that both television boxes and smart TVs can see the presence of ICNTV (future TV) or content integrators like Huada.
Followed by hardware. The screen size and display of the TV are always the core configuration. Therefore, continuing efforts in the naked eye 3D, large screen, high-definition and other directions, the introduction of better viewing, healthier, more comfortable TV will still be the focus of the next stage.
Then it is a personalized function. For example, children's education, somatosensory games, home shopping. These functions can be integrated with smart TVs, or can be integrated through subdivided products such as TCL Children's TV. Of course, more functions still need to take the form of the smart TV application market, allowing developers to tap user needs and provide rich applications. Load functions and services in the form of applications.
The emergence of smart phones has now seen the emergence of beauty phones and mobile phones for the elderly, and even Reader Magazine and star Han Geng can also make mobile phones. Similarly, the next phase of smart TVs will also have personalized TVs for specific target user groups, and TCL Children's TV is one. What the industry needs to answer is whether smart TV is to solve its needs, what needs, and then how to solve these problems. 
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Smart TV Regression: Content, Hardware, and Personalization Features
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