Smart TVs include basic operating systems and access to web/streaming content. The market for connected TVs is forecast to nearly double from $68 billion in 2011 to $122 billion in 2016. Many consumers fear the planned obsolescence of expensive TVs tied to cheaper mobile components. Additionally, consumers primarily want to passively consume content on TVs rather than interact, leading to the "10 foot rule" of easy consumption from a distance. Alternatives like set-top boxes, connected DVD players, and video game consoles can provide similar smart features at lower prices.

1. SMART
TELEVISIONS
IN 10L a s t U p d a t e d : A u g u s t 2 0 1 2
S h a y M e r r i t t é | A G I n t e r a c t i v e F o u n d r y

2. S M A R T T V
A SMART TV IS A TV THAT
INCLUDES AT LEAST
A RUDIMENTARY OS,
ACCESS TO WEB AND
INTERNET FUNTIONS AND
STREAMING CONTENT.
1 D E F I N I T I O N

3. At stake is a growing
world market for
internet-connected
TVs forecast nearly
double from $
68
Billion in 2011 to
$
122 Billion in 2016
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2 0 1 6
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4. At the end of 2011 there were
82 million conntected TVs
in homes worldwide by 2016 it
forecasts that number will have
ballooned to 892 million.
HOW
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5. S M A R T T V S
A R E S C A R Y
Many consumers face FUD (Fear, Uncertainty, Doubt) in their
decision to purchase smart TVs. There is a temporal mismatch
between the lifetime of a TV and the lifetime of a mobile device,
mobile OS or mobile processor, the performance aspect of a smart
TV while decrease precipitously over time tying relatively cheap 2-3
year life cycle smarts to an expensive 10 year product just doesn’t
make sense. Consumers fear the planned obsolesce of their pricey
TVs, compounded by the various comepeting companies and their
proprietary products.
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6. P E R F O R M A N C E
U T I L I Z AT I O N
PERFORMANCE
T I M E
P E R F O R M A C E C O N S U M E R S C A N R E A L I S T I C LY U T L I Z E
T E L E V I S I O N P E R F O R M A N C E
The television manufacturers
have been purshing Smart
TVs for more than a decade,
but haven’t addressed the fact
that the devices are still a high-
end product and have more
performance than the average
consumer can realisticly utilize,
and justify the price premium,
until the performance of the
Smart TVs or the service that a
Smart TV provides can match
the utilization of the consumer,
consumers will be leary of
purchasing them. I N T R O D U C T I O N
O F T H E I N T E R N E T
C O N N E C T E D T V
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7. 10F O O T R U L E
CONSUMERS WANT TO CONSUME
Consumers for the most part want to passively consume when
they are in front of the television, rather than create. Currently the
most used apps on smart TVs, are those that deliver content to
the television like Netflix and MLB.tv. Consumers haven’t been as
receptive to apps that require active interaction. This has led to the
idea of the “10 foot rule”: On Televisions content must be created
for easy consumption from at least 10 feet away or else consumers
will not use it.
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8. DUAL SCREEN
EXPERIENCE
Millions of people are now partaking of the “dual-screen” experience -- watching TV while
using a smartphone or tablet to share their thoughts about what they’re viewing and
to look up related content, adverstising and other inforation. The result: a massive and
rapidly expanding real-time focus group and promotional force, that disrupts many of the
attributes a smart tv is supposed to have.
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9. T O P 5 S M A R T T V P L AT F O R M S
P R O S ( + ) C O N S ( - )
L G
S M A R T T V
V e r y g o o d s e r v i c e s e l e c t i o n ; M a g i c
M o t i o n r e m o t e m a k e s f e a t u r e s e a s i e r
t o a c c e s s
T h i r d - p a r t y a p p s t o r e i s
u n d e r w h e l m i n g ; b r o w s e r d o e s n ’ t
s u p p o r t f l a s h o r H T M L 5
S A M S U N G
S M A R T H U B
V e r y g o o d s e r v i c e s e l e c t i o n ; f u l l
Q W E R T Y k e y b o a r d o n r e m o t e m a k e s
s e a r c h i n g e a s i e r
N a v i g a t i n g w i t h s t r a n d a r d r e m o t e c a n
b e a n n o y i n g ; a p p s t o r e n o t v e r y w e l l
p o p u l a t e d
V I Z I O
I N T E R N E T
A P P S
O k a y s e l e c t i o n ; f e a t u r e s a r e e a s y
t o a c c e s s v i a Q W E R T Y k e y b o a r d a n d
c o n f i g u r a b l e p r o f i l e s
N o t a s m a n y o p t i o n s f o r s t r e a m i n g
i n t e r n e t v i d e o ; n o r e m o t e a p p
S O N Y
B R A V I A
I N T E R N E T
V e r y w i d e f e a t u r e s e l e c t i o n N o s p e c i a l r e m o t e f e a t u r e s
PA N A S O N I C
V I E R A
C O N N E C T
G o o d S e l e c t i o n ( e s p e c i a l l y f o r s p o r t s ) N o s p e c i a l r e m o t e f e a t u r e s
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10. 10WAYSSMART T VS CAN BE IMPROVED
1) Awkward Text Input
2) No Simultaneous Multitasking
3) No Full Internet Browsing Experience
4) Limited Data Storage Capacity
5) Loading Times Too Long
6) Limited Content Choices
7) Lack of “Touch Screen Feeling”
8) Un-Intuitive Navigation
9) Limited Application Choices
10) Focus on Content Rather Than Technology
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11. 1 0
ALTERNATIVES
S E T - T O P B O X E S
Set top boxes are small devices with simply a processer and
a small amount of memory that connects to a home wi-fi
conneciton, set-top boxes can have apps and stream content
from services like Netflix for a low device price of $50-$150.
Millions of these devices have been sold by the major players
including, Roku, Boxee and the Apple TV.
C O N N E C T E D D V D
Many mid-grade and high-end dvd players can connect to
the internet and can stream content from services like Netflix,
and also have apps, similar to set-top boxes with the added
functionality of playing physical media.
V I D E O G A M E S
All modern video game systems are essentailly high-perfomance
comoputer systems, which means they can connect to the
internet, have hard drives and can download content, to this
end, many consumers have been placing their systems in
the focums of their home media centers and powering thier
televisions because of their ability to stream content from
services like Netflix, play DVDs, and of course, video game
media.
Although Smart TVs connotate a very specific
image, there are several devics that replicate a lot
of the features promised by Smart TVs including
downloading apps, and streaming content. They
essentially tansform any “dumb” television to a
“smart” one and many consumers already have
them in their living rooms.