Will the educational set-top box be a "dark horse" spawned by the General Administration's policy?
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With the recent release of a series of strict regulatory policies on Internet TV by the State Administration of Radio, Film and Television, including that TV box products are not allowed to set up video website areas, and in the Internet TV business, video websites are not allowed to set up content platforms on their own and can only provide content to broadcast control platforms and content platforms, the State Administration of Radio, Film and Television has launched a series of "serial punches" that are pushing the booming Internet TV industry into a dead end step by step. Smart TVs are facing an unprecedented "ice bucket challenge", which has forced the boxes to find a new way out. The relationship between the education industry and the Internet began more than a decade ago, initially focusing on distance education, online schools and online promotion. Due to its huge market, fierce competition and high degree of dispersion, online promotion in the education industry has always been highly valued by institutions. In 2012, Baidu's revenue from education keyword placement exceeded RMB 4 billion. This dispersed and huge source of online traffic has also become the theoretical basis for the platform model of a large number of entrepreneurs at this stage. In April 2013, the Ministry of Industry and Information Technology, the National Development and Reform Commission and other eight departments jointly issued the "Opinions on the Implementation of the Broadband China 2013 Special Action", which clearly stated that in the future, 180,000 new 3G base stations will be added, more than 25 million new fixed broadband Internet users will be added, 5,000 primary and secondary schools in poor rural areas will be connected to broadband, and the "Broadband Network School-to-School" project will be launched. The Ministry of Education also issued the "Notice on the Implementation of the "School-to-School" Project in Primary and Secondary Schools", striving to enable about 90% of primary and secondary schools across the country to access the Internet in the next 10 years to improve teaching quality. Box manufacturers have also set their sights on the TV education market, and education may be another option for the set-top box to be reborn. 1. Major brands have launched their own strategies, and TV education has become the main battlefield 1. Baidu Shadow Stick's first trial in primary and secondary education In September, Internet giant Baidu signed a cooperation agreement with an educational institution in Hebei Province. Its smart hardware product Baidu Shadow Stick entered primary schools for the first time, promoting the development of online teaching in primary and secondary schools and assisting in the construction of high-tech and information-based campuses. It is understood that Baidu has installed the Internet TV box Baidu Video Stick 2S+ in all the classrooms of the school's core pilot. In addition, it also provides a service for updating teaching content in real time on the Internet, which solves the problem of difficulty in making and updating online education courseware in the school. Teachers can easily connect to the closed-circuit television in the classroom through Baidu Video Stick and play local courseware directly on the large TV screen, truly achieving dual-screen linkage teaching demonstration. Baidu Video Stick's "one-click" product operation mode allows teachers to operate easily and quickly during teaching. 2. "Yueme" smart set-top box integrates educational applications On September 23, China Telecom officially opened the reservation for the Yueme smart set-top box. Users can make a free reservation for this new smart home terminal product at China Telecom's online business hall and mobile business hall. It is understood that China Telecom's first "Yue me" smart set-top box integrates six categories of applications, including livelihood, education, health, shopping, games and entertainment, to provide users with an integrated smart home solution. It not only provides more abundant TV channels and massive high-definition video on demand services, but also provides comprehensive family information services for people's food, clothing, housing and transportation, including vehicle violations, express delivery information, daily vegetable prices, weather, social security and provident fund and other information closely related to life. It is reported that the Yue me smart set-top box will be officially sold on October 16. 3. ZTE's set-top box series focuses on distance education ZTE has launched standard-definition set-top boxes, high-definition set-top boxes and smart high-definition set-top boxes to meet the diversified needs of different markets and users. ZTE plans to achieve differentiated competition and maintain its leading position in the market and products by launching next-generation home media information center products that integrate signaling, media, storage, control and various services. It is reported that these set-top boxes provide a comprehensive digital home solution for home users by providing a variety of value-added services, such as visual communication, games, community services, distance education, friend TV, telemedicine, etc. Among them, distance education provides users with a brand new experience and feeling. 4. E-Lebao is committed to children's education "E-Lebao" is a new series brand under Shenzhen Taili Information Technology Co., Ltd., covering Android TV boxes, Android set-top boxes, multi-touch, interactive education, etc. The online education set-top box developed by E-Lebao is suitable for children in the early childhood stage to learn knowledge. Based on the original functions of the set-top box, a large number of E-Lebao original educational contents are newly added to guide children's life learning at different age stages, which is suitable for children's learning and growth. 5. Jinglun Electronics Cloud Audio and Video Smart Phone adds children's education section Earlier, Jinglun Electronics simultaneously released three cloud audio and video smartphones, H1S, H2S, and H1Pro. It is worth mentioning that in addition to all the functional modules of the old H series, these three cloud audio and video smartphones also have special added functional sections such as children's education and family health. The addition of this functional module enables the new cloud audio and video smart phone to fully cover the user groups that are ignored by other network set-top boxes, and covers a wider age range of consumers for the cloud audio and video smart phone. One machine can fully meet the usage needs of every family member. 6. Tsinghua Tongfang set-top box "cloud education" as a signboard Tsinghua Tongfang set-top boxes have long been deployed in the education sector, and the concept of educational entertainment center has penetrated into every aspect of Tsinghua Tongfang consumer electronics. Earlier, Tsinghua Tongfang launched the "Ten Thousand Yuan Education Solution". For schools in remote areas, with only a satellite receiver, a set-top box and a TV, the configuration of no more than ten thousand yuan can provide Tsinghua's authoritative distance education. Shenzhen Tongfang's community VOD on-demand system also takes education and entertainment as its two main functions. As a product supplier and system integrator in the education informatization construction projects in some parts of Gansu Province, Tsinghua Tongfang provides schools with relevant hardware equipment, application platforms, teaching software and integrated services, and provides rich educational content resources. For the underdeveloped areas in the central and western regions, Tsinghua Tongfang has come up with a "Ten Thousand Yuan School" solution consisting of satellite receiving equipment and digital set-top boxes to achieve distance learning of primary and secondary school courses at the lowest cost. At present, Tsinghua Tongfang set-top boxes can be seen on the market using "cloud education" as their trademark. Tsinghua Tongfang Q7A, Q7B, and Q7C network set-top boxes are all marked with the words "living room computer" and "cloud education", and are priced at 299 yuan, 399 yuan, and 499 yuan respectively. 7. VCOM NDVD 9000 series set-top boxes assist rural distance education The target market for Vcom Technology's NDVD 9000 series set-top boxes is the vast rural areas of China. The popularity of set-top boxes in rural areas will help the Chinese government provide distance education for residents in backward and remote areas. As a low-end product, this series of set-top boxes will be mass-produced and sold. "Our set-top boxes are not only entertainment tools, but also messengers that bring remote education to people in remote areas," said Wang Feng, chairman of Vcom Technology. "The Opera browser enables us to provide much-needed content such as current news and educational materials." 8. Huaguang smart network TV box enters primary and secondary school classrooms Since last year, Huaguang Technology has set its sights on the TV education market. It is understood that Huaguang Technology is mainly actively responding to the "Notice on Implementing the "School-to-School" Project in Primary and Secondary Schools" issued by the Ministry of Education of the People's Republic of China, vigorously promoting the development of network teaching in primary and secondary schools. The notice decided that in the next 10 years, about 90% of primary and secondary schools in the country will be able to access the Internet to improve the quality of teaching.Huaguang Technology will install Internet TV boxes in all classrooms of the pilot project, providing the service of updating teaching content in real time on the Internet, which truly solves the problem of difficulty in making and updating online education courseware in schools. Through the Huaguang Internet TV box, teachers can easily connect to the closed-circuit television in the classroom and play local courseware directly on the large TV screen, truly achieving dual-screen linkage teaching demonstration. At the same time, the "one-click" product operation mode of the Huaguang Internet TV box allows teachers to operate easily and quickly during teaching. In addition, there are many boxes on the market that are sold under the banner of education, such as the Keruan network set-top box that has a special limpidrose01 parent-child education version; the TV-N21 network TV set-top box uses TV education, somatosensory games, and video chat as selling points, with TV education placed in the first place; there is even a special set-top box named the Education Set-Top Box, which sells for as much as 600 yuan. 2. Under the policy, the education box will usher in a spring of development In recent years, China's set-top box market has developed rapidly, and China has become the world's largest set-top box manufacturing center. According to data, in 2011, the scale of China's digital set-top box market reached 154.96 million units; in 2012, China's set-top box market continued to maintain a steady growth trend, among which cable set-top boxes still occupy an absolute dominant position, the development scale of the live satellite set-top box market is still far from the government's planning, the development of terrestrial set-top boxes is lower than market expectations, the scale of the IPTV set-top box market continues to grow, and OTT set-top boxes have emerged; as of September 2013, the number of set-top boxes in China's market has exceeded 260 million units, an increase of 46.742 million units compared with the end of 2012, an increase of more than 20%; in the first half of 2014, the network set-top box market was unprecedentedly prosperous, with a hundred schools of thought contending and a hundred flowers blooming. IT bigwigs, traditional home appliance companies, and old high-definition player manufacturers have all poured in, hoping to get a share of the network set-top box market. In the second half of this year, after the intervention of the General Administration, the box market entered a period of contraction and integration. However, this cannot stop the trend of set-top boxes gradually becoming the dominant force in home entertainment. With the diversification of services, the functions of set-top boxes are becoming more and more complex, the degree of integration is getting higher and higher, and the speed of new product updates is also getting faster and faster. Smart set-top boxes will play an increasingly important role in China's digitalization process, providing families with a variety of comprehensive information services such as communication, entertainment, home appliance control, and security. But "there is no order without rules". According to the policy requirements of the General Administration, the box must be "controllable and manageable". If the box does not meet the appetite of the General Administration in terms of content, it will be useless. A strong country must first have strong education. Education has always been the "darling" of policies. In this competitive era, families and individuals attach great importance to and have high requirements for education. In addition, the intelligence, large screen, multi-screen and interactive nature of televisions have undoubtedly made television an interest point for people to learn. In short, with the integration of set-top boxes into education and blessed by policies, educational set-top boxes will usher in a spring of development. According to the strategic deployment of the Outline of the National Medium- and Long-term Education Reform and Development Plan (2010-2020), my country is currently building the National Open University and has passed the formulation of the National Open University Charter. At the same time, the Ministry of Education is also actively promoting the construction of MOOC course content and requires all 985 universities to start offering such courses and provide corresponding course production subsidies. At the same time, the outline further clarified and proposed the concept of "education information networking", and then supported the accelerated development of "education information networking terminals" - electronic schoolbags from a policy perspective. The former State General Administration of Press and Publication clearly included electronic schoolbags in the "12th Five-Year Plan" for the press and publication industry. Subsequently, the Ministry of Education took the lead in opening an electronic schoolbag pilot in Hongkou, Shanghai. The release of "Several Opinions on Promoting Information Consumption and Expanding Domestic Demand" and "Notice of the State Council on Issuing the "Broadband China" Strategy and Implementation Plan" also further demonstrated the government's determination to support the development of the information industry, further enhancing the development of the Internet education market. In the past year, the three giants BAT, which are good at planning and layout, as well as Internet companies such as Qihoo and NetDragon have all stepped into the field of education. Alibaba has ensured the trust issue in online education with the help of Alipay; Baidu has relied on its core search advantage and its acquisition of 91 Mobile Assistant has further enhanced its search capabilities on the mobile terminal; Tencent has further grasped user social networking with the help of WeChat. These Internet giants have a deep understanding of user needs and a strong guiding role in user consumption behavior. Their entry into online education will attract more groups to participate. 3. Think calmly, the education box is not so easy to make It is worth mentioning that although the concept of online education, including education boxes, is very popular and capital injection enthusiasm is very high, the actual user usage and payment situation are not ideal, only a handful of them can make a profit, and the network scale effect has not yet emerged. Online education, including education boxes, is a change in the way of education. From the perspective of technology and model, the current level in China is not backward. Our gap mainly lies in students' awareness of active learning and payment. However, market opportunities do not come from social awareness to cater to products, just like the "trust" barrier in the early years of e-commerce: opportunities will not be given to those who shout "Let's be honest", but need to come up with solutions similar to "Alipay". It seems that education boxes are not so easy to make. 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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