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In BAT's three Internet giants, currently only Tencent is still in a state of ambiguity for OTT. Apart from investing in future TVs, investing in Taejeong, and TCL promoting micro-channel television, it has not shown itself as Alibaba. LeTV and other high-profile initiatives, especially in the field of content cooperation.
According to the judgment of the streaming media network, in 2015, for the OTT smart TV field, the entire industry's competitive landscape is starting from the entry competition represented by the original box products to the content-based user competition and the smart home-based extension. Sex resources competition. Therefore, Tencent shot at this time, but also step by step from product to user to resource. However, Tencent has entered the field of smart TV and is looting the entrance and extension of the Internet in the future. It will not only focus on televisions.
Regarding Tencent’s actions in the smart TV field, we think streaming media may have the following three meetings and three meetings.
Tencent will not do anything?
1. Products: Tencent will not push independent brands of smart TV hardware:
Tencent is not a hardware-oriented company, and no matter if it is brand or market influence, he does not need to be like Xiaomi and LeTV. At the beginning, he needs a hardware that can be touched by the user to locate his presence in the OTT field. And at this stage, pushing Tencent’s own-brand TVs requires a huge channel and sales system, and also policy risks. With Tencent’s faction and Ma Ying-geo’s political sensitivity, we feel that Tencent does not At this time, let yourself be the focus. Therefore, Tencent will only take deep cooperation and will not push independent brands.
2. Cooperation: Tencent will not cut in from the operating system:
In the increasingly more-to-many matching pattern of licensees and terminals, the coupling of cooperation between them is also getting weaker and weaker, and it is becoming easier to change the courts. Therefore, how to ensure the stability of the partners is the current situation. Home is a headache. Although it is extremely controllable to cut in from the operating system, as Ali did, but we, streaming media, believe that Tencent will not cut into the operating system.
Taking Ali as a guide, Ali's operating system cuts in. At the box end, terminal subsidies add Taobao's propaganda as a means to achieve great results. It is because box companies value the interests more, but in the field of home appliance machine, even subsidies of up to 100 yuan The effectiveness of Ali's operating system is also small. Because the scale of home appliance companies and box companies is different, the pattern they seek is different. In terms of strategy, they will be more willing to give themselves more control, so they will not bundle an operating system. Therefore, it will hinder its own future development.
Therefore, Tencent should adopt a more lenient business approach instead of a strong close coupling from the bottom.
3, business: Tencent will not take the overall entry of multiple businesses:
Judging from this cooperation, Tencent is still proceeding with a strategy of falling layout, but it is only going further than ever before, from functional cooperation to content cooperation. For the operational effect will be more emphasis on it, both test the water, but also the horn.
Judging from the content of the cooperation, we think that Tencent will first use its own Tencent video as the main selling point, plus unique sports and other resources as the selling point, relying on the name of the licensee to launch, while at the same time will WeChat, QQ, video calls and other advantages As a bright spot, we predict that Tencent may not immediately launch a large and comprehensive multi-service overall entry model. Instead, it will start with the video content, focus on Tencent's own resources, and gradually expand horizontally in the later period. Instead of launching the six business systems at once as Alibaba.com, they will make vertical breakthroughs on the basis of seeking stability and avoid too many enemies.
What will Tencent do?
1. Alliance: Tencent will deeply align with major terminal enterprises
Tencent will not march forward with individual soldiers and will enter the hardware field in a deep alliance with major terminal companies.
Relying on Tencent's capital and brand effect, it helps to enhance the market expansion of terminal companies. The channel and product sales of terminal enterprises are currently missing by Tencent. Therefore, the combination of hard and soft 1+1 models is Tencent's current strategy.
In terms of specific implementation, it is forecasted that Tencent will use a combination of capital and a terminal home appliance company to form a deep alliance between the terminal enterprise and the licensee’s product cooperation. Just like Ali and Haier.
It is reported that, in the near future, Tencent will jointly launch Konica, together with Konka, and one of the most powerful licensees (non-future TV). Previously, Tencent has jointly launched TVs that use features as selling points, such as WeChat, and this time, it has launched its own video content through cooperation with licensees.
2. Investment: Tencent will take capital measures to take a strong approach
Being wealthy can be headstrong. There are many things you can do, and you can even postpone it.
The capital layout not only lies in the ability to quickly enter into high-quality business and deepen the cooperation and controllability, but also can borrow ships to go to sea.
In 2015, Tencent will make full use of this lever of capital to leverage its own investment or even a joint third-party venture to shake up the smart TV field.
3. Business: Tencent will use a vertical single-business breakthrough
The video content will be a key breakthrough point for Tencent to enter the smart TV field. After all, at this stage, high-quality video content is the strong demand of users.
With content as the core, we use WeChat to open up multiple screens to improve user's adhesiveness, to give full play to Tencent's advantages and achieve vertical breakthrough. On this basis, Tencent will use the TV platform as a connected display center to horizontally expand applications such as games, shopping and social networking. It will focus on the strategic layout of its home Internet and realize the Internet-strategy of product-user-family.
Summary: In 2015, the otttv field was not a tussle but a group operation. It was a battle between a department and a department. Among them, on the surface, it is the game of the license-licensing system, but behind it is the competition of Internet companies.
Therefore, this year, with the alliance between licensees, the Internet, and the terminals, there will be more and more forms of capital cooperation. The industry will also fight from the original individual soldiers and demand cooperation will become a faction battle.
Tencent's difference from Ali's local tyrants is that they will enter the market with the appearance of “harmony†and build their market base in a broad alliance. Specifically how to do, which companies will be deep alliances, what kind of capital will be used to combine vertical and horizontal, I believe in the near future will gradually emerge.
In 2015, OTT teamed up again and again in a vertical drama, but the characters are getting more and more weight, the relationship is getting more and more complicated, and the plot is full of suspense!
Taking Ali as a guide, Ali's operating system cuts in. At the box end, terminal subsidies add Taobao's propaganda as a means to achieve great results. It is because box companies value the interests more, but in the field of home appliance machine, even subsidies of up to 100 yuan The effectiveness of Ali's operating system is also small. Because the scale of home appliance companies and box companies is different, the pattern they seek is different. In terms of strategy, they will be more willing to give themselves more control, so they will not bundle an operating system. Therefore, it will hinder its own future development.
Therefore, Tencent should adopt a more lenient business approach instead of a strong close coupling from the bottom.
3, business: Tencent will not take the overall entry of multiple businesses:
Judging from this cooperation, Tencent is still proceeding with a strategy of falling layout, but it is only going further than ever before, from functional cooperation to content cooperation. For the operational effect will be more emphasis on it, both test the water, but also the horn.
Judging from the content of the cooperation, we think that Tencent will first use its own Tencent video as the main selling point, plus unique sports and other resources as the selling point, relying on the name of the licensee to launch, while at the same time will WeChat, QQ, video calls and other advantages As a bright spot, we predict that Tencent may not immediately launch a large and comprehensive multi-service overall entry model. Instead, it will start with the video content, focus on Tencent's own resources, and gradually expand horizontally in the later period. Instead of launching the six business systems at once as Alibaba.com, they will make vertical breakthroughs on the basis of seeking stability and avoid too many enemies.
What will Tencent do?
1. Alliance: Tencent will deeply align with major terminal enterprises
Tencent will not march forward with individual soldiers and will enter the hardware field in a deep alliance with major terminal companies.
Relying on Tencent's capital and brand effect, it helps to enhance the market expansion of terminal companies. The channel and product sales of terminal enterprises are currently missing by Tencent. Therefore, the combination of hard and soft 1+1 models is Tencent's current strategy.
In terms of specific implementation, it is forecasted that Tencent will use a combination of capital and a terminal home appliance company to form a deep alliance between the terminal enterprise and the licensee’s product cooperation. Just like Ali and Haier.
It is reported that, in the near future, Tencent will jointly launch Konica, together with Konka, and one of the most powerful licensees (non-future TV). Previously, Tencent has jointly launched TVs that use features as selling points, such as WeChat, and this time, it has launched its own video content through cooperation with licensees.
2. Investment: Tencent will take capital measures to take a strong approach
Being wealthy can be headstrong. There are many things you can do, and you can even postpone it.
The capital layout not only lies in the ability to quickly enter into high-quality business and deepen the cooperation and controllability, but also can borrow ships to go to sea.
In 2015, Tencent will make full use of this lever of capital to leverage its own investment or even a joint third-party venture to shake up the smart TV field.
3. Business: Tencent will use a vertical single-business breakthrough
The video content will be a key breakthrough point for Tencent to enter the smart TV field. After all, at this stage, high-quality video content is the strong demand of users.
With content as the core, we use WeChat to open up multiple screens to improve user's adhesiveness, to give full play to Tencent's advantages and achieve vertical breakthrough. On this basis, Tencent will use the TV platform as a connected display center to horizontally expand applications such as games, shopping and social networking. It will focus on the strategic layout of its home Internet and realize the Internet-strategy of product-user-family.
Summary: In 2015, the otttv field was not a tussle but a group operation. It was a battle between a department and a department. Among them, on the surface, it is the game of the license-licensing system, but behind it is the competition of Internet companies.
Therefore, this year, with the alliance between licensees, the Internet, and the terminals, there will be more and more forms of capital cooperation. The industry will also fight from the original individual soldiers and demand cooperation will become a faction battle.
Tencent's difference from Ali's local tyrants is that they will enter the market with the appearance of “harmony†and build their market base in a broad alliance. Specifically how to do, which companies will be deep alliances, what kind of capital will be used to combine vertical and horizontal, I believe in the near future will gradually emerge.
In 2015, OTT teamed up again and again in a vertical drama, but the characters are getting more and more weight, the relationship is getting more and more complicated, and the plot is full of suspense!
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