How can Apple TV win in the North American market where there are so many experts?
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At this year's Apple autumn conference, the appearance of the new generation of Apple TV was undoubtedly a highlight. After three years of closed-door training, the new product was born with "big moves" such as voice control, touch screen remote control, TV OS, etc., which is indeed a big upgrade compared to the previous generation of products. However, from the perspective of the entire TV set-top box market, these moves by Apple still cannot be regarded as disruptive innovations. In the North American market where there are many experts, can the new generation of Apple TV stir up the market? The latest research report shows that Apple TV ranked only fourth in the U.S. streaming device market last year. Roku, Google, and Amazon, which ranked in the top three, will naturally become the targets of its new round of challenges; and the threat from some brands with unique skills below the rankings must also be guarded against. As the saying goes, knowing yourself and your enemy will ensure victory in a hundred battles. Facing the killer moves of different schools, can Apple counter them? Roku Roku entered the TV set-top box market a little later than Apple TV. In 2013, it surpassed Apple TV and became the "boss" of the US set-top box market. Its position has remained unchanged for two years. Analysts pointed out that part of Roku's success is due to Apple's lack of attention to this field, which gave Roku, which specializes in streaming media, an opportunity to take advantage of it. Therefore, focus is Roku’s first magic weapon for success. The first major advantage of focus is that Roku has a wider content coverage than most similar products, including streaming media resources such as Netflix, Hulu, a series of sports channels, HBO GO, Amazon, Spotify and Pandora. Although Apple also brought new video content such as HBO GO in this product upgrade, for most users (who have not purchased a lot of content on iTunes), it is still not as rich as Roku. To some extent, Apple's closed ecosystem limits the expansion of Apple TV in content. Roku 3 even launched a remote control that supports motion sensing before Apple TV. It seems that Apple TV still needs to work hard to shake Roku's position in the market. Google In the U.S. streaming device market share in 2014, Google ranked second with 23%, second only to Roku's 34%. From a design perspective, Google's products have always been at a disadvantage, and set-top boxes are no exception. When Google TV was first launched, it was just a content platform, with Sony, Logitech and other companies responsible for producing hardware products. But the user experience of these devices can be said to be very poor. Google's ability to gain a foothold in the set-top box field is inseparable from the help of the Chromecast TV stick. Chromecast is a connection device released by Google in 2013, which can push YouTube videos played on mobile phones or tablets to TV. Once the product was launched, it was sought after by users, and many set-top box manufacturers followed suit. Data shows that among American households with broadband access, 20% have at least one streaming device, and 8% of them have at least one TV stick. The popularity of this device is not unrelated to its high cost-effectiveness. The TV stick is very similar to AirPlay in terms of function. To use AirPlay alone, you need to have an Apple mobile device, such as an iPhone or iPad, and you also need to buy a receiver for the TV. Chromecast can save these restrictions and troubles, and more importantly, it costs only $35. Can you do it, Apple? It is reported that the second generation of Chromecast will be released soon. In addition, there is news that the Google team is developing a "music stick", but it is not known whether it will also have the function of a "TV stick". In general, Google and Apple do not adopt the same strategy, and their user positioning is also quite different. So if Apple wants to use the new generation of Apple TV to grab a piece of the pie from Google TV, it may not be in line with the actual situation. Amazon Amazon can be considered a rising star in the set-top box market. Its Fire TV, released in 2014, gained 10% of the market share within two days of its launch. This success is not only due to its long-term accumulation of digital film and television content and services (since the launch of the Instant Video service in 2011, there have been more than 200,000 movies and TV series on the Amazon platform), but also related to its positioning as a "game console in a set-top box." Games that can currently be run on Amazon Fire TV set-top boxes include Minecraft, The Walking Dead, Asphalt 8, and Monsters University. Companies that have signed on to release games on this set-top box platform include EA, Sega, Disney, Gameloft, Double Fine, and Talltale Games. Recently, Amazon released a new version of Fire TV, adding Alexa smart voice assistant function. Also released at the same time are TV sticks and game controllers. It is reported that the new controller has been redesigned and comes with a 32GB memory card and two free games. Unlike the lightweight casual games released by Apple TV, Amazon's selection of games and peripherals is more in line with the traditional route of TV games. If Apple wants to carve out a new world in games, it still needs to do some homework. Sony Sony does not have a prominent position in the current set-top box market share rankings, but it is no exaggeration to say that it is one of the large number of "alternative" players following the "four major players". Last year, Sony launched a 4K set-top box that looks like a PS4. Regardless of its specific sales, this has brought new ideas to the set-top box market. Almost all set-top box manufacturers on the market start with video, supplemented by games, channels and other functions. It seems that they have not taken into account that in addition to video users, TVs also have a large group of game users. If we start from the perspective of this group of people, starting from the road of game consoles, there may be new business opportunities to cut a piece of the Internet video cake. This is exactly where mass consumer manufacturers such as Apple are not easy to reach. In the fiercely competitive North American market, these updates of Apple TV are still a little immature to cause a big stir. On the one hand, the entire set-top box market has yet to be explored; on the other hand, the tricks of each company are full of hidden dangers. However, there is at least one thing that Chinese manufacturers envy: technology is only responsible for implementation, and the choice of staying or leaving is up to the audience. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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