One obvious problem is that when PPTV opens up a large amount of content to other terminal partners, such as Konka, Sharp, etc., how does PPTV TV differentiate from these brands of TV?
Let's take a look at PPTV's content opening strategy. It is understood that the open sharing strategy of PPTV content will implement “layered openingâ€. On the one hand, PPTV will jointly launch a cooperative brand open custom terminal with deep cooperation vendors, and open the entire contents to the cooperative manufacturers with hardware embedded PPOS; on the other hand, , PPTV will pre-install APK and other means through cooperation with partners to expand and share PPTV basic content.
Careful interpretation of this open strategy is not difficult to find, PPTV actually set aside for their own "differentiated" operations.
There are two ways that a terminal partner can obtain PPTV content - implanted in PPOS or preloaded with APK. The former can obtain the full content of PPTV, while the latter can only obtain the basic content.
If the terminal partner chooses the former, although the customized TV is still the brand of the friendly business, in fact, since the PPOS is embedded, both the system and content levels are PPTV, so there is no substantial difference between this and a PPTV brand TV. . After all, the core competitiveness of smart TVs has been increasingly tilted from the hardware to the content side. The more televisions populated with PPOS, the greater the PPTV's content penetration, and the greater the revenue that will be available for future operations, including OTT advertising, e-commerce, and membership.
If the terminal partnership partner chooses the latter, it can only obtain the basic content of PPTV. This allows the PPTV private brand TV with all the contents of PPTV and the cooperative custom brand TV with the embedded PPOS system to form a more obvious content. The difference. On the one hand, in the end market competition, it is conducive to differentiate marketing; on the other hand, it can also increase the influence and penetration rate of PPTV content, and to a certain extent, expand operating income.
The implementation of the open content strategy of PPTV means that there is a brand new gameplay in the smart TV industry.
The traditional TV brands represented by Hisense, Skyworth, and Konka still insist on the development ideas based on hardware, and the Internet content operation follows the open convergence path.
The Internet TV brands represented by LeTV and Xiaomi insist on the development of content-based development, with special emphasis on the richness and exclusivity of content.
PPTV has created a new way to play, that is, through the output of the OS system or APK, the content penetration of all terminal TV brands, and then carry out the operation of content and services in a wider range.
It should be said that in the three gameplays, PPTV's ability and future "ambition" are even greater.
Let's talk about the ability issue first, because if you want to input content externally, then the output side's content itself must be sufficiently rich and high-quality, otherwise it is not attractive to other TV brands. In this regard, backed by the powerful strength of the Suning Group, the rich and powerful PPTV has no problem at all – it has won the exclusive all-media copyright of La Liga, Premier League, China Super League, AFC, UFC, WWE and other popular sports content, worth more than 10 billion RMB. 90% of sports events are the most comprehensive sports content platform in China. In addition, PPTV also includes a large number of head-and-screen drama copyrights such as "The People's Name" and "Cool Health, Can We Not Be Sad?"
Look at "ambition." Compared with the open play of PPTV, the first two types of play of smart TVs are reasonable, but because they are all single-branded, they are not fast in terms of efficiency and growth rate. The practice of PPTV is actually to integrate the resources of the entire smart TV industry, including PPTV television and friends, to quickly expand the market for content operations, and then to divide the operation. This and Google open Android system, so that a large number of mobile phone manufacturers have joined the Android camp, the idea of ​​rapid expansion of the Android mobile phone market is similar. Slightly different, PPTV can not only provide systems, but also provide a large amount of content that is embedded in the system and the operational capabilities behind it.
After the implementation of the open content strategy, the differentiation of PPTV TV itself is also reflected in the hardware level, which is to be positioned in the high-end market, widen the gap with a large number of low-end products in the market, and also cooperate with the Friends of the custom products, Provide a good model.
At present, the idea of ​​PPTV has won the support and response of many TV brands. Not only Konka, Philips and Sharp have announced cooperation with PPTV and launched customized new products, but also noticed that representatives from Changhong and Xiaomi also participated in PPTV. The opening strategy of the release of the event, the future is also likely to get PPTV open content in the form of terminal cooperation.
Therefore, comprehensively speaking, opening up is the trend of the times, and the small pattern of fragmentation cannot achieve industrial co-prosperity. It is a broad road to the development of smart TVs by giving play to their respective advantages, forming dislocation competitions, jointly expanding the market, and sharing market cakes.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
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