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The triple play promotion program will serve as a link between the three-year triple play pilot project and the implementation of triple play after the New Year's Day in 2016 in all administrative regions of the country.
One of the core goals of the triple play is to open up and upgrade the existing decentralized and independent radio and television networks, communications networks, and the Internet. When these information transmission channels are unblocked, it will inevitably affect all aspects of the existing industry chain (for example, Telecommunication operators, cable TV network operators, IT companies, Internet companies, online video companies, consumers, etc. have a significant impact, which is more conducive to advancing related policies (eg, broadband speed reduction, digital cultural content consumption, information Consumption, industrial transformation and pull, etc.).
Operators are mixed
Before the trial of triple play in 2010, we had to hurry to go to the business offices of different operators such as China Unicom, telecommunications, and cable TV to handle the corresponding business in order to watch TV, go online, and make a call.
Once there is no signal on the TV, there is a problem with the set-top box, Internet is not available on the broadband, and the phone cannot work, call operators from different places to call for repairs. In particular, the customer service telephones of cable TV network operators all over the country are varied. Really can't remember...
Over the past five years and more in the trial of triple play, consumers in some regions and cities have enjoyed a one-stop service in advance – the business can be handled in the operating hall of any operator.
For many years, cable TV users everywhere have said that “watching TV can only find local cable TV network operators†and “cable TVs are monopolized†and the like will never return. After all, in addition to cable TV, there is a need for watching live TV. Consumers can also choose telecom operators' IPTV TV services.
Once the triple play is fully rolled out, it will be a severe blow to the cable television network operators that have just entered the market. After all, in its current business structure, the cable television network maintenance costs account for a very large proportion. However, paid channels, broadband services, and major customer services have not grown rapidly due to various reasons.
After the telecom operators have adopted the marketing promotion strategy of the price war of 100 trials, the cable television network operator's cable TV subscribers are bound to lose.
For the broadband service and fixed IP phone services held by cable TV network operators, the relevant industry management agencies have not given the Internet international export and number distribution rights to cable network operators. Cable TV network operators and telecom operators are There is no advantage in competition in broadband services and IP telephony services.
Internet industry welcomes good
In the pilot work of the triple play for more than five years, the “leaders†in various fields with innovative spirit have firmly grasped and fully utilized every sector’s policy under the support of strong capital and talents. Repeatedly breaking ice -
1. Including LeTV, iQiyi, Youku and other Internet video companies that have launched various new businesses and products in cross-screen, cross-network, etc. Successfully from the original PC screen, mobile phone terminal cross-border to the TV Machine end
2. Companies including the Oriental Pearl, Hua Digital Media, Mango TV and other genes with traditional radio and television systems have adopted cross-border operations with various licensees and platform parties in their own hands through various methods and parties in the industry chain. "Migration", the above parties have gradually become the "aircraft carrier" in the corresponding field.
The two types of information transmission channels mentioned above, such as radio and television networks and communication networks, are only physical ones. Under the boost of various policies, the corresponding information transmission channels will be gradually broken and open. At that time, the above-mentioned enterprises The Internet genes possessed by the body will inevitably drive its integration of various resources such as its content, platforms, license plates, etc., and will “bring forward†to different information transmission channels.
Take radio and television networks as an example. According to incomplete statistics, the number of cable television network users in urban areas in China has reached more than 200 million, and in addition there are hundreds of millions of rural TV users.
When various Internet-based business models (such as e-commerce, O2O, WeChat, etc.) are copied to the radio and television networks, only the e-commerce business will expand from the current coverage of the vast majority of young people to the elderly at home. Children and users in vast rural areas.
As the Oriental Pearl, Hua Digital Media, and Mango TV licensees and platform parties, by then, their identity will not only be a video and audio content manager and integrator, but the space or business model that they play will definitely change. .
Smart TV welcomes development opportunities
Traditional household appliances companies, technology companies (mainly including the Internet, IT, online video, etc.), Internet content integration broadcast control license holders and other “princes†have used the triple play pilot and other industries in the past five years. Policies have entered the field of smart TVs, OTT set-top boxes and other fields in an integrated manner.
In order to capture the screen of the most precious TV set in the living room as soon as possible, it has also allowed smart TVs, OTT set-top boxes and other areas to “flastic†for a while, but after more than one year of rinsing since the industry was reorganized and standardized in June and July 2014, At present, it has basically entered a healthy and orderly development pattern.
However, theoretically speaking, in the original three-network convergence pilot program, it is clearly required that the corresponding smart TV, OTT set-top box market sales, etc. can only be carried out in designated tri-network integration pilot areas and cities.
With the introduction of the triple play promotion plan, it means that in more than three months, the corresponding smart TV and OTT set-top boxes will have a market coverage that can be covered nationwide.
This is undoubtedly a rare opportunity for the development of the “Vintages†of the smart TVs and OTT set-top boxes that are still lying on top of each other.
Invigorate the rapid development of the industrial economy
After the above-mentioned information transmission channels, such as radio and television networks, communication networks, and the Internet, have been opened, more industrial forces have entered into them and a new competitive landscape will emerge.
By then, companies such as LeTV, Xiaomi Technology, Lenovo Technology, and Popular Network will naturally continue to introduce more cost-effective hardware products and will integrate more and more updated audio and video content. The ultimate goal is to “please†the majority of consumers. Based on them, we will realize our own closed-loop business.
As we now rely on various types of e-commerce platforms under the Internet, after being educated by e-commerce platforms such as Jingdong, Taobao, and Yixun, etc., we have naturally become unaware of the platform’s consumption habits. Corresponding consumption.
Once the triple play is broken and open, if the e-commerce platform can be copied to the TV screen, its user base will be successfully covered by the existing young group to the elderly and children. In this way, as a whole, The covered platforms and channels, the vast majority of consumers in the choice of a considerable platform and sticky with it, for the corresponding platform on the business will have a corresponding consumption, and ultimately can achieve cultural, entertainment, consumption and other aspects of consumption.
The author believes that the integration of information transmission channels is not only a tri-network convergence, but also the future development of a multi-network integration (such as the Internet of things, smart grid, etc.). The competition between information transmission channels will also enter an era of content and contention for users. Regardless of telecom operators or cable TV network operators, there is much room for business development besides running data services, broadcast television services, and broadband services on their own networks. Focusing on the needs of consumers in the vast urban areas, such as clothing, food, housing, transportation, and other aspects, business innovation is one of the important issues faced by cable TV network operators.