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Smart TV Essentials for OEM/ODM

Smart TV Essentials for OEM/ODM



[Display Search] 2013 Smart TV Conference

[Display Search] 2013 Smart TV Conference




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    Smart TV Essentials for OEM/ODM Smart TV Essentials for OEM/ODM Presentation Transcript

    • Smart TV Essentials for OEM/ODM Display Search 2013 Taiwan Smart TV Conference
    • William Tam MediaTek Inc. Smart TV Planner William Tam is Smart TV Planner at MediaTek. William is responsible for OEM/ODM Smart TV proposals, and technical cooperation engagement with Internet Service or Software vendors. William Tam could be reached at william.tam@mediatek.com. Education: William has a bachelor's degree in electrical and electronic engineering and a master’s in Digital Image Processing both from National Taiwan University. Languages Spoken: Mandarin and English Areas of Focus: Smart TVs, Video Technology
    • Smart TV Device vs IPTV Device Smart TV IPTV a.k.a Connected TV Internet TV OTT MOD (Taiwan) Orange (France) BesTV (China) Service Source Open Internet Managed Network Service Provider Internet Service: YouTube, Netflix, Skype, … TV Makers: Samsung, Toshiba, … Broadcaster: BBC (Catch-up TV) ISP (xDSL, Cable, …) Sample Device TV (Samsung, Toshiba, …) Box (Apple TV, Roku, Android box, …) IPTV Box Where to buy? Consumer electronics Retail Stores Rent from ISP (Free in usual)
    • Smart TV Technology Technology Hardware [Same as Smart Phone] • CPU, GPU [Different from Smart Phone] • Picture Quality Engine • Higher Resolution Video Decoder • 720p (mobile) vs 1080p (tv) • 1080p (mobile) vs 4k (tv) • Trusted Execution Environment (Content Protection) UI/UX Lean Back Design Application Framework (Fragment) • Proprietary (TV Makers, IC Makers) • from “Adobe AIR, Qt, CE-HTML, Konfabulator” to HTML5 • Others (Confidential) DRM Microsoft, Google (Widevine), Marlin, IPTV, … Adaptive Streaming HLS, DASH, Microsoft, Google (Widevine), ….
    • Content is the KING Let’s take Netflix as an example • Netflix accounts for 1/3 of all North American bandwidth (9pm~12am) with ~ 29M U.S. subscribers – Blockbuster filed for bankruptcy (2010) • Google expressed interest in acquiring Netflix for $17.9 billion (2012) • FY2012: Revenue $3.6B, Total content library $2.8B (78%) – May’2013: Disney – Jun’2013: DreamWorks – Aug’2013: TWC • Original Programs – House of Cards (2013)
    • Smart TV Participants [TV Makers] Content ★ Audience1 ★★★ Samxxxx: Bada, Tizen Toshixx: Smart TV, Cloud TV Lx: NetCast, Google TV(2012), WebOS Panaxxxxx: Viera Connect Phixxxx: Smart TV Alliance Soxx: BIVL, Google TV(2010), … 中x盟 (China Android TV): China TV Makers [Internet Services] Content ★★ Audience1 ★★ Netflix YouTube (Google) Hulu Amazon [Broadcasters] Content ★★★ Audience1 ★★ Germany/France/…: HbbTV Brazil: Ginga Japan: Hybridcast BBC: BBC iPlayer (1) Consider ONLY Leanback audience (i.e. from TV screen)
    • Three Rules for Making a Company Truly Great (Harvard Business Review) 1. Better before cheaper 2. Revenue before cost 3. There are no other rules But for Smart TV makers, it should be “Footprint before Differentiation”
    • Footprint ? Footprint = active subscriber number = installed base (accumulated) × activation rate Factors which could improve activation rate • • • • • Embedded WiFi “Out-of-the-box” Design Content Leanback UI/UX Coupon (ex: 1 month free service)
    • 10 Trends of Smart TV (List by alphabetical order)
    • 4K • 4K Panel Technology (not cover here) • 4K HDMI I/O (not cover here) • 4K Decoding – HEVC (Industrial 4K standard codec) – Resolution (UHD), Color Space, Color Depth, Subsample • 4K Security for Premium Content – Secure Video Path, … – Certified by authority • NSV (Netflix Security Verified)
    • ACR (Automatic Content Recognition) • Technology – Audio only, Video only, Audio+Video – Calculate CRC continuously, compare with cloud database, identify contents • Interactive Service – Voting, 2nd screen, Ads • Early Adopter – Sony: Yahoo – LG: Cognitive Networks Reference: techcrunch.com, connectedtv.yahoo.com
    • Aereo • Service: Watch and Record live TV online • Coverage area: 23 US Cities (NYC … Houston) • Business Model: (ATSC) Antenna Rental – Aereo is available to residents of select areas only • Subscription Fee: $8 per month – Hulu Plus $7.99 per month • Legal controversy – February 2012: Founded – March 1st 2012: Aereo was sued by … Reference: wikipedia
    • Alliance • Alliance of Application Framework (Adopted by 2+ OEMs) – Smart TV Alliance – 中智盟 (for China Smart TV) – Opera TV Store – Google TV • in-house Application Framework – Bada, Tizen, Netcast, WebOS, …
    • “Android OS” TV • 2011: China Android TV • Jul’ 2013: Google (Hugo Barra) says Netflix app will play 1080p video on Nexus 7 (Android 4.3) – a new set of DRM APIs that enable hardwarebased encryption for video. – Hugo Barra: VP, Android Product Management • Aug’ 2013: Hugo Barra joins XiaoMi (小米)
    • Chromecast • Hardware Specification – 802.11n SB, 512MB DDR3, 2GB Flash – w/o remote controller • Software Feature – (me too) Netflix, YouTube, DIAL – Google Play – Chrome Web Apps – w/o miracast, DLNA • Price – $35 (with $0.40* margin?) Reference: wikipedia, *techcrunch.com
    • Hybrid Game Console • Differentiation – Video Content + Game Content – Higher Device Price than OTT Box – More Content (Video/Game) Revenue • Products – Ouya (Android) – Sony PS Vita TV (Hybrid) – Amazon (?) (Android)
    • IPTV + OTT • (Jul’2013) Satellite TV service BSkyB has rolled out a Web TV box for £9.99 ($15). – a rebranded Roku 2 XD ($64) – (Jul’2012) Roku is getting $45 million in a new round of investment from News Corp. and BSkyB. – Feature • Now TV: IPTV service of BSkyB • w/o BSkyB rivals Netflix and Amazon/Lovefilm Reference: allthingsd.com
    • Second Screen • • • A/V Mirroring – Miracast (WiFi Standard) • Smart TV as Sink: Source could be any Standard Android 4.2+ • Smart TV as Source: Complement technologies could be Time Shift or DLNA DMS – AirPlay (Video could support by Apple TV only) – MHL (Wired) Chromecast – 2nd screen as a remote controller, contents (A/V, Web) streams direct to Smart TV ACR Interactive – Voting – 2nd Screen Ads
    • Price HongMi (Smart Phone) Ouya Apple TV Roku LT Chromecast BSkyB Box $128 RMB 800 $99 $49.99 $35 IT players are Price Killer? (ex: Xiaomi 47” < $500) Price Reference: Aug’2013 http://homea.people.com.cn/BIG5/n/2013/1009/c41390-23132217.htm $15 £ 9.99