subject: Digital Tv And Iptv In The Start [print this page] Of: Binzhou City, Shandong Broadcasting Television Bureau Sun Huabing
2005 year for Digital TV And IPTV Speaking, are a crucial year: digital TV in more than 40 cities nationwide pilot, IPTV has already 43 cities across the country were Test . The two sides deeper sense are very different: the purpose of digital television is very simple, just to meet the General Administration of digital television as a whole translation of "time Table "The conduct of the promotion; and IPTV purpose of the existing user groups to occupy, but also increase user awareness, laying the groundwork for future marketing considerations, there is a purpose, this analysis is to create a strong atmosphere of public opinion, to put pressure on regulators to try to break the policy of the ice as soon as possible. In any case, both sides have started the business, this article will digital television and IPTV business situation in the start-up phase, the user group analysis and the advantages and disadvantages of both sides to do an analysis and comparison.
Business With the continuous development of society, people demand entertainment options such as more and more TV in the family has also weakened the dominant position of entertainment, from a survey shows that more than 70% of the adult males watching TV The main objective is to obtain information. From the development trend of digital TV, Operation Business will inevitably have to provide for free STB . If the translation in the digital TV users feel that it is carried out after the "rotation model" of the simple conversion, an increase of only a few dozen channels, but no other value-added business development, then, set-top box on the operators Investment Became a "sunk cost" operators can not make any contribution to profit growth. Therefore, such as VOD , INTERNET access, interactive Game , Distance Education And so is the value-added services operator new profit growth point.
For IPTV, although the survey shows most want to provide the service user is video-on-demand video services, etc., but Telecommunications Operators concerned, by the user as long habits Cable television Low subscription and piracy DVD Double the price squeeze, profit in this business space are limited, also need to IPTV platform to provide users, such as interactive games, video chat, distance education and other services. It can be seen, the development of digital television and IPTV, "content" will be the dominant factor in business success.
Terminals IPTV set-top box appears, in addition to providing video programming for the service, but also to provide users with Computer Many features of the Internet is an attempt to change the mode of user consumption habits, is a move into the computer room, change "tummy to see" to "hung back to see" that allows users to experience television highly interactive computer and high personalized service. This will, inevitably, the outbreak of the digital TV set-top box from a "battle for the living room." So, regardless of IPTV set-top box or digital TV set-top boxes, are actually the core of digital home terminal problem.
User groups On IPTV and digital TV for the classification of user groups can use the following pyramid structure, said.
Classification of user groups Now, these three types of users we have to do a simple analysis.
(1) low-end users. This is the largest number of groups, mainly for basic services applications, such as the basic channels of digital TV, IPTV's Video on Demand And so on. The value of the user's ARPU is relatively low, the profit contribution of small, but in the entire user community plays a major cost carriers carry the role, while in a stable customer base and cultivate the potential in the high-end users to play an important role.
(2) the end user. Is a major consumer of various value-added services, but also operators of new business development targets and major users of the earlier, is the main source of profit operators, while also adopted the attitude of potential users and low-end users a tremendous of Advertisement Effect. This part of the common characteristics of users are young or middle age, have higher incomes, new things are very receptive, typical applications such as Network Games, online shopping and so on.
(3) high-end users. Although the quantity at least, but its value is the highest ARPU. Service and business demands the highest, is the first to attempt a variety of new business, and also a high-end operators, the business development targets.
Comprehensive point of view, the two sides to carry out the initial business customer base concentrated in those with above average income, faster acceptance of new things, end users in the pursuit of fashion. IPTV is the telecom operators in the declining value of the user's ARPU, broadband subscribers are sluggish due poor business cases, the search for new profit growth point of a "straw", telecom operators expect their level can be imagined known, but in the course of their conduct, will be the core business of digital television are affected.
Network status IPTV is hosted IP services running on two-way network, which allows great flexibility in IPTV, interactive services in the conduct that has inherent advantages. But to see the current network conditions, IPTV application, use MPEG -4 Format, 3M still can not guarantee the bandwidth for smooth video playback, although the use of emerging H.264 Standards can be compressed to about 2M, but if the user simultaneously with other business applications (which should be inevitable), a conservative estimate of the downstream bandwidth, the user need not less than 4M, and the requirements of these businesses is higher than the network traditional broadband access, such as short response time requirements, there are QOS guarantees, obviously, can not meet the requirements of the current ADSL. Although the proposed multicast (MULTICAST) technology and software solutions for P2P, but there is a multicast network interconnect devices from different vendors within the problem, P2P will bring operational and management difficulties. Therefore, the telecom operators in network construction, but also cost a lot of energy.
Digital TV is running in the original cable network (HFC) on, this is a broadcast type of network, its advantage is plenty of bandwidth. And transmission equipment throughout the network only, no exchange of equipment, operation and maintenance is very simple. But to carry strong value-added interactive services, must be two-way transformation, which is cable television, lack of funds is a task of considerable difficulty. The same time, there is no net exchange of equipment, all business have gathered in front of traffic will undoubtedly increase
