Licensee's "selective difficulties" product approvals make people "immediately"

Shenzhen Zhigerui Technology Co., Ltd. Product Manager Yang Zhigang

In Yang’s opinion, although the SARFT’s policy tightened in 2014, the OTT market situation in 2015 will still be a good one. Although the policies of the General Administration of Shipping have affected the sales of Internet TV set-top boxes and TV terminal products, As the policy becomes clearer and clearer, some manufacturers in the gray zone will gradually shift to the road to legalization, and eventually will also promote the entire market toward a path of continuous standardization.

Prior to this, the SARFT issued the "Requirements for the Operation and Management of Internet TV License Organizations" (Guangdongfa.com No. [2011] No. 181) document (hereinafter referred to as No. 181). The document states that "Internet TV content service platforms can only Access to the Internet TV integration platform approved by the General Administration of Administration, that is, terminals such as Internet TV and boxes must obtain content monitoring from seven licensees, and all content must be broadcast on the integrated broadcast platform for licensees. In the eyes of people in the industry, although this policy of the Directorate General is a bit of a suspicion that people have moved their hands on their own feet, at the same time, for some Internet TV manufacturers who have always been walking in the “gray zone”, it is considered that they have obtained a “sunshine” from the end. Avenue" opportunity.

Talking about SARFT's policies, Yang always said that there are two kinds of understanding. One is that the SARFT's policy is generally in a relatively tightened state. SARFT has intensified its control over Internet companies through policies. The object of control is the continuous tightening of policies; one kind of understanding is that of SARFT. The series of policies is actually becoming more and more clear, and it has played a certain role in promoting the entire Internet company.

In Yang’s opinion, no matter what the industry does or does, there is no rule that does not lead to a radius. Before there was no policy, some gray areas, and all the manufacturers in an industry were doing everything they could to find ways to do things. , Manufacturers are all show supernatural powers, do everything possible, fight price wars or fight various wars, and finally make the entire industry actually enter the stage of vicious competition. Take the Internet TV set-top box industry. Many companies participated in the industry last year, but soon after, many companies withdrew. This is actually an abnormal situation, but after the SARFT issued a series of policies, the actual On the other hand, some unqualified products or manufacturers will be cleaned up. At the same time, some regular manufacturers will gradually move toward standardization. The so-called gray areas will gradually turn into white production areas, showing a great sunshine. Avenue, as a manufacturer, the SARFT's policy is also a kind of promotion, will better promote the manufacturers to promote and sell.

Second, fancy content advantages selected Mango TV, product approval time makes people "impatient"

In response to a series of measures of the SARFT, manufacturers have clamored for and began to seek in-depth cooperation with the licensees. It is understood that at present, there are seven licensees for China's Internet TV. The seven licensees are CNTV, BesTV, South Media, Huadian, China International Radio's CIBN, Hunan Radio's Mango TV and CNR's CNBN.

But specifically, how do these seven licensees choose? Which one to choose? As a manufacturer's representative, Yang always said his own considerations.

“There are many choices of license plates. This is a good thing, but for our manufacturers, it brings another problem: after all, the content of each licensee is different, and for users, they have some difficulties in choosing them. We, as a manufacturer, are not likely to have all the licensees together. That is something that no manufacturer can accept.” Yang told reporters.

According to Mr. Yang’s introduction, in the seven major license parties, Egret’s choice to cooperate with Mango TV is mainly based on several considerations:

First, Mango TV is a genuine license, and the cooperation with SARFT is also relatively close. As a manufacturer, it is more practical and feels more authoritative.

Second, compared with other TV stations, Hunan Satellite TV, which is co-operated by Mango TV, is relatively high on the brand reputation and popularity.

Third, the content provided by Mango TV is suitable for young people, which coincides with the main sales targets of the billionaire products.

Fourth, the contents of Mango TV are relatively rich, and the update speed is also very fast. There are also some more fashionable and fashionable contents in the movie library.

Mango TV was selected as a partner to solve the problem of Mr. Yang's headache. However, due to policy reasons, the approval process of the product made people "emergency." Mr. Yang said that including formal licensees such as China TV, Mango TV, etc., the content of the CP process needs to be tested and reviewed first. The process cycle is very long, but it is updated as a box. The cycle is fast, there may be a first batch of one or two months, and the retirement approval process for a product may take half a month or even a month. At the same time, Yang said that he also hopes to have some opportunities in the live broadcast.

Third, the popularity of network set-top boxes is not high enough. The user's awareness of network set-top boxes is not enough

According to Mr. Yang’s introduction, under the background of the SARFT’s launch of a series of policies, the sales volume of GT’s set-top box end products has also been affected. According to the current statistics, the sales volume is about 300,000 units, compared with the sales volume of last year. Almost the same, but compared with last year's forecast that sales will be better this year, a big difference, that is, not as good as the actual sales.

According to the data of the "China Internet (OTT) TV Market Development Status and Forecast Analysis Report (2014 Version)", it is estimated that by the end of 2014, the cumulative market size of China's Internet (OTT) TV set-top box terminal products will reach 40 million units, the Chinese Internet (OTT ) The cumulative market size of TV-TV terminal products will reach around 60 million units, but this is still far from being achieved.

When talking about the reasons for this, Yang Zong told reporters that first of all, this year's SARFT's policy changes have been more severe, and to some extent have caused a certain degree of impact on the market.

Secondly, from another perspective, some customers according to their own experience, they enjoy watching TV and video to enjoy this one, more still only know that their own radio and television with the type of set-top box out of cable TV, and for network set-top boxes and Do not really understand.

Again, the popularity of network set-top boxes is not deep enough, and the penetration rate is still not high. At the same time, when many manufacturers entered the industry in the past few years, in the process of participating in the competition, there was not too much to consider the user experience and the market is mature. Most manufacturers are anxious to ship, resulting in price competition. Monopoly, and finally the entire market into a vicious state of competition, which has an impact on the sales of Internet TV set-top boxes, TV terminal products.

Finally, technically, Yang always thinks that many manufacturers are actually making boxes from this year, but the real technology in this area is not very mature, leading to high customer expectations in the beginning, but after the experience is not very effective. Well, including applications such as live broadcasts, broadcasts, etc., and then there is no live broadcast, and there are channels in the policy, such as network channels or some e-commerce channels. They may have some control over the OTT box and also affect a part of it. Sales.

IV. The OTT box in the market during the outbreak of the OTT market in 2015 will gradually turn to genuine

When asked by reporters whether Yang agrees with some analysts that 2015 will be the outbreak of a new round of OTT, Yang always frankly affirmed that this is a positive development for the industry, although there is no 2013 in 2014. The imagination is so beautiful, but on the basis of this year, the whole OTT market will be more standardized next year, and the chance of an outbreak is still quite large.

So what are the development trends in the entire OTT market in 2015? Yang always said that the boxes sold on the market will gradually be converted into genuine products. Although there are still many manufacturers who are walking in the grey area, this situation will happen next year. Gradually improved.
Second, while these boxes are being converted into genuine products, some third parties are either in the box-side applications or the TV-side applications. They will gradually shift to legalization to continuously improve the reliability and stability of their content, as well as legalization. Sex etc.
Once again, in terms of box quality and user experience, there will be more manufacturers in the next year, including rich content and update speed.

Finally, in terms of sales volume, next year will be significantly higher than this year.

V. Two General Directions to Develop Egret Focus on Quality and User Experience

As a manufacturer, what are the advantages of Egreat? What are the innovation points of their products? Yang told reporters:

First, billion Gerry is relatively early cooperation with Mango TV, and at the same time, in the market, Gregrey is also relatively early to launch a box with formal licenses. The popularity of the entire industry and the brand's influence are also good.

Second, billion Gerry itself has many years of history in the industry. In terms of sales, both channels and users have accumulated some advantages.

Third, as Egreat, the main consideration is user experience and stability, including product reliability. The overall reputation is also good.

As a product of Yegrid, Yang stated that it has several innovations:

First of all, in addition to the content and mango TV cooperation, the entire product user UI operation page and manipulation, billion gry has a complete set of its own UI system, this system has accumulated through long-term, based on user feedback, dealer's comments , gradually gradually updated to the current situation, so far, the user experience of the product is not bad, the user's feedback is used to later feel good use.

Second, Egreat's products focus on quality and user experience, and they value users' feedback. The products are now recognized by many users.

Again, Egret closely follows some new programs and new technologies. As a high-tech enterprise in the country and a high-tech enterprise in Shenzhen, Yigrei has some new technologies inserted into its products every year. Its main performance is the increase of some new functions, the improvement of user experience, and the adoption of new technologies and new boxes. With the introduction of new things such as H265, etc., billion Gerry updated faster.

In 2014, game boxes and educational boxes have continued to enter the market this year. Does Egreon have the intention to introduce these concepts?

Mr. Yang indicated that as early as 2012, Egreat had made education boxes, conducted independent research and development, and had already invested in the market. Then in 2013, Egret started to make game boxes and it was already on the market. As Egreat will continue to assess, appropriately expand these product lines and seek more opportunities for development.

At present, there are two major directions for Eucreat:

One is to cooperate with Mango TV to launch the mango music box series and continue to launch products for home and common living room users on this product line. The main product focus is user experience and content.
Another is that for more advanced users, Egret will launch a 2-core product with a professional player for high-definition playback.

VI. Looking forward to doubling sales volume next year to consider next year's development

Yigerui cooperates with Mango TV. The entire product is a series of mango music box series. This series of Yigrae has planned high, medium and low products for different consumer groups.

According to Mr. Yang, at present, the next product that will be released by Yigerui will be a four-core model with models V15, V16, V19, etc. Later, with the release of new technology, 8-core products will be available. The same model has V10, V16 II, V20 and so on. Then there are professional high-definition player series products, there will be some high-end professional 4K player, these products are probably listed around the Spring Festival in January next year.

When reporters further questioned the goals of 2015, Greg Yang said that next year, Yigerui will continue to cooperate with Mango TV and continue to introduce the mango series of music box products, and then recommend them to dealers and users, and at the same time, billions of dollars next year. Rui also will increase its efforts to promote the network. In terms of promotion, Egreat will emphasize the user experience of its products.

In addition, Yang always thinks that the OTT box is still very suitable for home use, because now computers and tablets have on-demand applications, but in fact their products are just entertainment products rather than products used for consumption in the home. When Rui promotes its own products to users, it generally emphasizes the difference between portable products and household-type products to allow more users to accept it.

At the end of the interview, Yang proposed his own expectation. He hopes that the sales volume will be better than this year and can double to about twice. General Yang frankly stated that in 2013, he also thought that sales could double, but he did not expect that the changes in policy in 2014 would be so great, and then the industry would be very tired. As a later period, it should actually calm down and ponder the development of next year. direction. (Source: DVBCN Digital Television Chinese Network)