subject: IPTV operating model and business strategy analysis - Broadcasting industry [print this page] IPTV operating model and business strategy analysis - Broadcasting industry
Since IPTV is seen as fixed-line operators, "killer" application, the industry paid more attention to it not stopped. Putting aside whether IPTV can take on the fixed network operators to save the declining ARPU of the task, after all 300 million potential users of the market, is fascinated enough.
Present, China has obtained licenses for IPTV or four units, namely, Shanghai Media, CCTV, radio and television media and the South China Radio International, which shows the government's desire to speed up the development of IPTV. However, whether foreign or domestic, IPTV and development operations are very tortuous.
IPTV business model, development bottlenecks and obstacles
1.IPTV operating mode Present, IPTV application has two main operating mode.
A kind of business model is to use IPTV network operators, systems technology to provide a full set of TV services, both to provide IPTVVOD business, but also to provide IPTV Channel of the program. Network operators can provide IPTV services include broadcast services currently available on cable TV channels and VOD programming service of all business functions, can constitute a comprehensive and cable business in direct competition. Not only that, they also provide IPTV services and voice and broadband data services to price subsidies and support. Its IPTV service charging methods are: "broadcast" channel on business for a monthly fee, while IPTVVOD business according to the length of the film and watch, or the number of charges.
Another mode of operation is the third-party systems using IPTV technology, to "over-the-top" approach to broadband users IPTVVOD business. The so-called "over-the-top" approach is that third parties on the different broadband access networks, such as VableModem network or DSL network or optical Ethernet, IPTV services to broadband users. This third party generally must establish their own front-end IPTV, and their front-end IPTV connected to the Internet, or with the corresponding operator's network. PC or IPSTB available to users through their use of broadband access network, to the front-end IPTV IPTV programming on demand and download and then watch the PC or TV on-demand programs. DVR functionality with hard disk IPSTB can automatically request the user's preferences to download IPTV programs for customers on-demand viewing.
2. Bottleneck of China's IPTV market development
Current bottleneck in the development of the Chinese IPTV market, mainly from four aspects:
First bottleneck is the program source. IPTV service is a direct end-user, the user, from the traditional cable and digital television broadcasting sector, the IPTV carriers replaced there is a big shift costs, which include not only the IPTV set-top boxes and other equipment to replace the transfer costs, including costs such as viewing habits. Thus, rich content and the division of channels according to user needs will be an important aspect of IPTV to attract customers, and rich IPTV program source is to ensure that the most important factor in successful operation. From the current situation analysis, content providers can really play this role should be CCTV, provincial television or film company.
Second bottleneck is the policy implications. As the telecommunications and broadcasting services cross into the policy remains unclear, telecom operators launch IPTV service in the industry policy and at a distinct disadvantage compared to radio and television. Especially in the case of policy uncertainty, inconvenience the country promoting IPTV services, but in triple play IPTV services policy area as a "test the water", for the future of telecommunications and broadcasting services should cross into the strategic . Economic interests of the current market is not carried out to measure the suitability of IPTV services a key factor.
Third bottleneck is the basic network. IPTV operations by foreign case analysis, IPTV telecom operators to enter the field of television media, an important means. The carriers have high-speed ATM based backbone network, broadband IP backbone network to ADSL to access a high speed access network, China Telecom and China Netcom in the backbone network has a strong advantage of operating on, and have a certain amount of ADSL broadband access users. However, the domestic telecom operator's network capacity is not enough to support all broadband users to support IPTV services. China's current network bandwidth capacity to withstand only 5% of broadband users use IPTV services to 26 million in Number of broadband users, the IPTV can support 1.3 million users. China Telecom, China Netcom and other operators are now taking into account that, by being based on the expansion of existing networks, optimization to the progressive development of IPTV.
Fourth bottleneck is the tariff. Currently 49 pilot cities advertised price of 60 yuan IPTV refers only to use the price of monthly broadband use has not yet calculated the cost and set-top box price. The pilot period, the operation of the main course, set-top box can be complimentary, but once into the large-scale commercial, this shift to cable TV to IPTV on the user whether the cost of related industrial chain link (or carriers or equipment manufacturers) can take side of? If the free model can not continue to exist, users enjoy IPTV services will significantly increase the cost, and whether the user is willing to foot the bill? Broadcom IPTV Zhixin consulting firm in the consumer survey found that users of the price of acceptance is?? User to select the largest proportion of the "10 to 30 dollars" (44.62%), only 5.9% of users are willing to pay more than 80 royalties. Cable TV prices kept at around 20 yuan, but from the operator's point of view, less than 20 dollars a month fee to use them, simply can not afford. IPTV business abroad has been able to attract customers in large part because cable TV is cheaper than IPTV.
3. Telecoms operators obstacles to the development of IPTV
While domestic telecom operators to follow up on a positive attitude towards IPTV, but also should be noted that IPTV carriers of the road is not easy, there are many problems during and obstacles.
1. The biggest obstacle is the lack of content. Compared to the traditional TV business, a variety of content resources are the sound development of IPTV business the main driving force, is only able to provide more extensive than the traditional TV business, more attractive to users of services, IPTV in order to gain greater market space and development Prospects. However, most carriers did not have the television program source, the current lack of content for IPTV can only sighed with regret.
