蘋(píng)果電視把持流媒體細(xì)分市場(chǎng)
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????幾個(gè)月前，我曾試著做一個(gè)類似的餅圖，但收效甚微。因此，我很高興能看看到Frost & Sullivan的專業(yè)市場(chǎng)研究員是怎么做的。 ????同我一樣，他們沒(méi)有把微軟（Microsoft）的Xbox包括在內(nèi)。這款產(chǎn)品具有某些相同的媒體功能，但它主要還是一款游戲機(jī)。與我不同的是，他們沒(méi)有忘掉TiVo，也沒(méi)有忘記將Boxee、羅技（Logitech）、Liberty、西部數(shù)據(jù)（Western Digital）、美國(guó)網(wǎng)件公司（Netgear）、美國(guó)無(wú)線電公司（RCA）、索尼（Sony）以及Vizio等公司推出的各式各樣的產(chǎn)品考慮在內(nèi)。 ????另外一點(diǎn)不同在于，他們沒(méi)有對(duì)銷量進(jìn)行預(yù)估。而我做出過(guò)預(yù)測(cè)。 ????下面是Frost & Sullivan對(duì)蘋(píng)果電視及其56%的市場(chǎng)份額所做出的評(píng)論：“目前為止，蘋(píng)果占據(jù)了大半的市場(chǎng)份額。雖然蘋(píng)果電視的節(jié)目?jī)?nèi)容相對(duì)較少，但目前市場(chǎng)的核心價(jià)值并非流媒體電視體驗(yàn)。蘋(píng)果電視的AirPlay功能設(shè)計(jì)精巧，能極其方便地將筆記本或平板電腦中的視頻傳輸?shù)诫娨暺聊簧稀６鳤irPlay——注意，并不是所謂的互聯(lián)網(wǎng)流媒體——正是用戶踴躍購(gòu)買(mǎi)蘋(píng)果電視的關(guān)鍵原因。Roku排名第二。它擁有豐富的電視節(jié)目，而且與時(shí)代華納有線（Time Warner Cable）等付費(fèi)電視臺(tái)簽署了一系列協(xié)議。不過(guò)，這一細(xì)分市場(chǎng)的發(fā)展?jié)摿δ壳叭詿o(wú)法判斷。我們要看到的是，雖然99美元的機(jī)頂盒發(fā)展迅猛，但它的總裝機(jī)量非常少?！?/p> ????他們補(bǔ)充道，谷歌（Google）“未涉足這個(gè)細(xì)分市場(chǎng)，這一點(diǎn)十分引人注目”。（財(cái)富中文網(wǎng)） ????譯者：項(xiàng)航 |
????I took a crack at a pie chart like this a couple months ago with limited success, so I was pleased to see how the professional market researchers at Frost & Sullivan do it. ????Like me, they left off Microsoft's (MSFT) Xbox, which has some of the same media functions but is primarily a game machine. Unlike me, they remembered to include TiVo (TiVO) and an assortment of products from Boxee, Logitech (LOGI), Liberty (LMCA) , Western Digital (WDC), Netgear (NTGR), RCA (GE) , Sony (SNE), Vizio and others. ????They didn't offer any sales estimates. I did. ????In any event, here's what they had to say about Apple's (AAPL) offering and its 56% share of the market: ????"Apple accounts for the majority of sales by far, despite offering relatively narrow content access – this is not (yet) a market being driven by the value proposition of a streaming TV experience. AppleTV's AirPlay feature was strategically crafted to simplify the process of transferring laptop and tablet displays to a TV screen, and it is AirPlaying – not OTT streaming – that is the primary reason for purchase of AppleTV devices. Roku is the second largest vendor in this space and is driving growth through a strong lineup of content as well as through a series of agreements with Pay TV vendors such as Time Warner Cable. The long-term potential for this segment does remain uncertain. It is important to note that while current?growth rates are high, the total installed base of $99 streaming boxes is quite low." ????Google (GOOG), they add, "is conspicuous by its absence in this segment." |
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