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

June 18, 2014 / Claire Lin

43 Page, Symposium

US$1,980 (Single User License)

Abstract

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.

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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