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????? 3)蘋果直接與內(nèi)容持有商簽署非獨家播放權(quán)：我們認為雖然對于較舊的視頻內(nèi)容，此方案肯定不在話下（類似于Netflix的模式），但對于熱門內(nèi)容，內(nèi)容持有商們不大可能同意將其放在云端播放。一個原因是他們擔心多業(yè)務運營商可能會為了應對新的視頻競爭對手（蘋果），降低數(shù)據(jù)通道的速度，最終損害用戶的收視質(zhì)量。

????? 優(yōu)點：蘋果能得到更多的內(nèi)容控制權(quán)。

????? 缺點：內(nèi)容持有商們猶豫不決。服務質(zhì)量將取決于運營商和多業(yè)務運營商的數(shù)據(jù)通道。同時，運營商的有線視頻網(wǎng)僅僅覆蓋了美國小部分地區(qū)。

????? 4)蘋果改進運營商可能與內(nèi)容持有商就云視頻服務達成的非獨家播放交易：去年12月，路透社（Reuters）報道稱威瑞森正就這種類型的服務展開談判（例如，在光纖網(wǎng)覆蓋范圍之外提供視頻傳輸）；不過，Jefferies的電信服務分析師湯姆?賽茨認為這不大可能。

????? 優(yōu)點：蘋果無需支付任何費用。

????? 缺點：內(nèi)容持有商們猶豫不決。服務的質(zhì)量將取決于運營商和多業(yè)務運營商的數(shù)據(jù)通道。

????? 5）OTA（空中下載——譯注）廣播電視與云端IPTV播放相結(jié)合：盡管大多數(shù)人沉溺于有線電視和衛(wèi)星電視，從無線廣播電視向高清視頻的轉(zhuǎn)變使另一種選擇成為可能。尤其是隨著新型隱藏天線的發(fā)展（即不再有大大的難看的兔耳朵），盡管無法收看ESPN、Discovery以及Food Network等重要的有線電視頻道，但其畫面質(zhì)量經(jīng)常比付費電視還要好，這類實時電視內(nèi)容可與往期電視節(jié)目以及點播電影一道，組成極為完備的產(chǎn)品系列。

????? 優(yōu)點：對蘋果而言成本較低。

????? 缺點：即便使用新一代天線，廣播接收（效果）仍可能參差不齊，而蘋果通常堅持給所有用戶同樣出色的用戶體驗。

????譯者：項航

????? 3) Apple signs its own non-exclusive deals with content owners: while we believe this would be straight forward with older content (e.g., similar to a Netflix model), we believe the content owners will be recalcitrant to sell over- the-top rights to premium content. One factor is that the content owners fear that the MSOs would respond to a new video competitor (Apple) using their data pipes by degrading the speed of their data pipes, thus degrading the perceived quality of the content by users.

????? Pros: Apple gains more content control.

????? Cons: content owners hesitant. Quality of service depends on pipes owned by carriers and MSOs. The carriers' fixed line video footprint covers only a small part of the U.S.

????? 4) Apple leverages the carriers' potential non-exclusive deals with content owners for over-the-top video service: Reuters reported in December that Verizon was negotiating for this type of service (i.e., offering video service outside of its FiOS footprint); however, Jefferies Telecom Services analyst Tom Seitz views this as unlikely.

????? Pros: Apple does not have to pay anything.

????? Cons: content owners hesitant. Quality of service depends on pipes owned by carriers and MSOs.

????? 5) Combination of OTA broadcast TV and over-the-top IPTV catalog: while most people are addicted to cable and satellite TV, the transition of over- the-air broadcast television to high definition does allow for another option. Especially with the development of new low profile antennas (i.e., no big unseemly rabbit ears), oftentimes the picture quality is superior to pay-TV options though key cable channels like ESPN, Discovery, Food Network, etc., would be unavailable. This live TV content could be combined with archive TV and catalog movies for a fairly complete offering.

????? Pros: inexpensive for Apple.

????? Cons: broadcast reception, even with the new-generation antennas, can vary, and Apple usually insists on a uniformly excellent user experience.