According to CCID Consulting, released in late July, "the Chinese IPTV Market Analysis and Strategy Report", the first half of 2004 and 2005 IPTV users in China were 46,000 and 267,000. China IPTV has a bright future, faced with a rare opportunity, but there are many problems and risks. Therefore, the development of IPTV, seize rare opportunities for development need in the business model, network model, content and intellectual property protection and other aspects of innovation and breakthroughs.
Strictly speaking, IPTV at home and abroad are currently in commercial trials. Since the development of IPTV in China Netcom, "every day online" in 2004 was China's first video since the license has begun to take contour. December 28, 2004, Shanghai Media Group, founded by the East Network TV announced formally launched. In addition, Dalian Netcom, Netcom Yichun, Sichuan Telecom, Shanghai Telecom, and Shanghai Mobile and other operators have begun small-scale test conducted with the cooperation of Alcatel Shanghai Bell.
Problems and risks
China's IPTV industry risks, the present mainly in the following five aspects.
First, the operation mode. As a network, and telecommunications networks and Internet triple play of the concentrated expression, IPTV industry chain, many stakeholders involved, and therefore need to have a business relationship to rationalize and coordinate the interests of all operating modes. However, existing systems lack this ability, but to develop a new system, no large-scale application of practical experience, with a very difficult.
Second, the content and intellectual property protection. Operators and content providers need to transfer between the digital content delivery, storage, and copy and no loss of fidelity. At the same time, IPTV content is also involved in licensing standards, encryption standard, key management standards and architecture, etc., but these problems are not an appropriate solution.
Third, the technical standards. IPTV is a highly integrated product, involving a large number of business links and technical standards, and only IPTV service involving a variety of technical standards to ensure the unity of the smooth development of IPTV business.
Fourth, industrial policy. Policy factors are the decisive factors affecting the development of IPTV, the outstanding problem is access to telecommunications and broadcasting policy is unclear. Meanwhile, IPTV and digital TV that the treatment, how to achieve effective management of the IPTV and coordination of all parties, but also affect the healthy development of key IPTV. The present situation, the policy of the obstacles caused by the uncertainty is much greater than the technical obstacles.
Fifth, networks and devices. Network and equipment and the essential technical issues, mainly due to immaturity caused IPTV business.
Breakthrough
Combined with the actual development of China's IPTV current situation, drawing on international successful experience, we believe that the Chinese IPTV market should open up following directions from the break.
First, the establishment of a IPTV platform interactive entertainment brand. Interactive entertainment is a huge industry, and IPTV is the interactive entertainment business, many bearing platform, allowing users to have the brand in the entertainment sense of belonging is very important.
Secondly, the formation of customer-driven customer segmentation strategy and program content segments. High-quality content is the core of IPTV business competition, the program content over competitors, and effectively segment customers to develop differentiated pay channels to increase the viscosity of business is operators to solve the problem.
Finally, the coexistence of upstream and downstream to create a win-win business model. By the equipment suppliers, content providers, operators and end-user composition of IPTV industry needs a common value-added co-profit business model.
Three directions around the need to do the following: identification of a reasonable, affordable rates, flexible service delivery, using binding modes of operation, relying on the popularity of the development of broadband IPTV, identify the killer application, increasing user awareness degree and take care of user habits.
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