Google once made a set-top box called GoogleTV. At the time, the Sony-designed remote control successfully made Sony unrequited for the rest of its life... After three years, Google, a thunderbird, turned GoogleTV, which had already been beaten into the cold room. Please come out and apply Lipstick dressed as AndroidTV, also get a pro son NexusPlayer, Google so frustrating to toss in the end Why?
In fact, the answer is very simple, in the final analysis or for the living room.
The GoogleTV design ideas three years ago were very good but too radical. The idea behind a full-keyboard remote control that made everyone stunned is actually a reflection of Google’s own value: How Google can make its own as a search startup? Users can easily search for and find favorite TV program content under various scenarios?
Due to the immaturity of the technology, the interactive experience on the PC could only be copied three years ago. That is, a full keyboard method was used to input the search keywords. It is a pity that although the full keyboard input method has already had successful experience on the BlackBerry, due to the particularity of the remote control application scene, the user is more accustomed to the use of the large button design and blind use, which also announced the GoogleTV. death penalty. Judging from the Android TV product definition, the integration of voice search can be said to be a major improvement in user experience. It is abandoning the full-keyboard input of the remote control (fan) (lei) generation (lei). Using speech recognition technology based on natural language analysis, it is possible to separate and search for important speech data in the user's input speech and provide the most natural search method possible for the user.
Of course, voice search is not the biggest highlight of this parent's son. The display of video content is the place that we should pay attention to: notice that Android TV's Launcher is the most important source of all content, both in the form of App and Words lined up, users can use their own habits to go to GooglePlay to download their favorite applications. At the same time, there is another important design, which is to make the content and the search portal closely integrated: When the user performs a video search, they can directly search in major video applications. Finally, the search results will be displayed together with the video application to which they belong. On the one hand, it provides users with more choices, and on the other hand it also provides more opportunities for the presentation of content-rich video applications, achieving a win-win situation for the user experience and business model.
When it comes to user experience and business models, we may wish to first turn our sights back to China: In the past half year, the Internet TV industry has undergone earth-shaking changes. In the past, the market environment of “as long as there was a license and content was randomly chosen†no longer existed. Under the cordial care of SARFT, each box or smart TV must be able to cooperate with only one licensee, which greatly restricted the content. Richness. In addition, the TV website client and the third-party aggregation client that have been regulated by the licensee have been successively removed from the TV malls. At this stage, users can only see their Internet video licensees on the set-top box or smart TV. Content.
The occurrence of this situation is not surprising in the final analysis, but it is just a "contradictory between the lagging video content censorship system and the people's growing material and cultural needs." The United States of America, known as the "free paradigm," has a strict content censorship system, and it manages violent, bloody, naked, and even foul language (remember what we often hear when we watch American dramas?). And this type of review is performed immediately after the content of the film is produced and is well managed in both the television and the cinema channel. In contrast, in the domestic situation, the producers and content parties of film and television content are scrambling to scrape the ball and make the management of content under the condition that there is no grading system in the country. Therefore, the existence of the licensee is still positive in this respect. But on the other hand, the existence of the licensee also makes it more difficult to display more content on the platform. After all, politics and interests cannot be less.
There may be another reason why the set-top box and TV are temporarily in trouble. That is the traditional way of thinking that content is "free". The value of content for users in mainland China is currently at a level that can be accepted as “freeâ€. For major Internet companies, relying on the rich free content on set-top boxes and smart TVs has entered the living room, but there is still no good solution to the problem of how large amounts of traffic are realized. After all, hardware has a BOM price and CDN is more to be desired. Burning money, for monthly payment, single-chip payment, two kinds of payment models that have been widely accepted abroad, need to cultivate usage habits in the country. On the one hand, the current prospects for patch advertising are uncertain, and on the other hand, the user experience also plays. A big discount, at least until now, everyone has not found a reasonable business model.
The general set-top box is under a special social form, and its subsequent development direction is no longer dazzling: Since the idea of ​​platform products such as AppleTV, Roku, FireTV, and NexusPlayer has nowhere to work, the rest will only be possible. It is the cooperation between the content provider and the licensee to form a joint venture to bring as much content as possible to the broad path designated by SARFT. All parties in the industry can do as much as possible to search for a more optimized business model in order to achieve a win-win situation. In the past, the cottage routine has become impassable at a time when regulation is becoming increasingly stringent.
Due to the immaturity of the technology, the interactive experience on the PC could only be copied three years ago. That is, a full keyboard method was used to input the search keywords. It is a pity that although the full keyboard input method has already had successful experience on the BlackBerry, due to the particularity of the remote control application scene, the user is more accustomed to the use of the large button design and blind use, which also announced the GoogleTV. death penalty. Judging from the Android TV product definition, the integration of voice search can be said to be a major improvement in user experience. It is abandoning the full-keyboard input of the remote control (fan) (lei) generation (lei). Using speech recognition technology based on natural language analysis, it is possible to separate and search for important speech data in the user's input speech and provide the most natural search method possible for the user.
Of course, voice search is not the biggest highlight of this parent's son. The display of video content is the place that we should pay attention to: notice that Android TV's Launcher is the most important source of all content, both in the form of App and Words lined up, users can use their own habits to go to GooglePlay to download their favorite applications. At the same time, there is another important design, which is to make the content and the search portal closely integrated: When the user performs a video search, they can directly search in major video applications. Finally, the search results will be displayed together with the video application to which they belong. On the one hand, it provides users with more choices, and on the other hand it also provides more opportunities for the presentation of content-rich video applications, achieving a win-win situation for the user experience and business model.
When it comes to user experience and business models, we may wish to first turn our sights back to China: In the past half year, the Internet TV industry has undergone earth-shaking changes. In the past, the market environment of “as long as there was a license and content was randomly chosen†no longer existed. Under the cordial care of SARFT, each box or smart TV must be able to cooperate with only one licensee, which greatly restricted the content. Richness. In addition, the TV website client and the third-party aggregation client that have been regulated by the licensee have been successively removed from the TV malls. At this stage, users can only see their Internet video licensees on the set-top box or smart TV. Content.
The occurrence of this situation is not surprising in the final analysis, but it is just a "contradictory between the lagging video content censorship system and the people's growing material and cultural needs." The United States of America, known as the "free paradigm," has a strict content censorship system, and it manages violent, bloody, naked, and even foul language (remember what we often hear when we watch American dramas?). And this type of review is performed immediately after the content of the film is produced and is well managed in both the television and the cinema channel. In contrast, in the domestic situation, the producers and content parties of film and television content are scrambling to scrape the ball and make the management of content under the condition that there is no grading system in the country. Therefore, the existence of the licensee is still positive in this respect. But on the other hand, the existence of the licensee also makes it more difficult to display more content on the platform. After all, politics and interests cannot be less.
There may be another reason why the set-top box and TV are temporarily in trouble. That is the traditional way of thinking that content is "free". The value of content for users in mainland China is currently at a level that can be accepted as “freeâ€. For major Internet companies, relying on the rich free content on set-top boxes and smart TVs has entered the living room, but there is still no good solution to the problem of how large amounts of traffic are realized. After all, hardware has a BOM price and CDN is more to be desired. Burning money, for monthly payment, single-chip payment, two kinds of payment models that have been widely accepted abroad, need to cultivate usage habits in the country. On the one hand, the current prospects for patch advertising are uncertain, and on the other hand, the user experience also plays. A big discount, at least until now, everyone has not found a reasonable business model.
The general set-top box is under a special social form, and its subsequent development direction is no longer dazzling: Since the idea of ​​platform products such as AppleTV, Roku, FireTV, and NexusPlayer has nowhere to work, the rest will only be possible. It is the cooperation between the content provider and the licensee to form a joint venture to bring as much content as possible to the broad path designated by SARFT. All parties in the industry can do as much as possible to search for a more optimized business model in order to achieve a win-win situation. In the past, the cottage routine has become impassable at a time when regulation is becoming increasingly stringent.
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