????我們最近發(fā)布了關(guān)于19種設(shè)備的全球消費(fèi)電子使用調(diào)查，在研究了大量的數(shù)據(jù)分析結(jié)果之后，埃森哲（Accenture）提出一個(gè)簡(jiǎn)單問(wèn)題：基于這些調(diào)查結(jié)果，在銷(xiāo)售消費(fèi)電子產(chǎn)品和服務(wù)方面，哪三個(gè)市場(chǎng)機(jī)會(huì)潛力最大？結(jié)果包括：個(gè)人電腦、平板電腦及智能手機(jī)的電視應(yīng)用；商機(jī)蓬勃的新興國(guó)家消費(fèi)市場(chǎng)；年輕一代的消費(fèi)電子產(chǎn)品購(gòu)買(mǎi)行為。

市場(chǎng)機(jī)會(huì)之一：個(gè)人電腦、平板電腦和智能手機(jī)的電視應(yīng)用

????埃森哲調(diào)查了全球超過(guò)1萬(wàn)名消費(fèi)者，發(fā)現(xiàn)爭(zhēng)奪觀眾眼球和時(shí)間的戰(zhàn)爭(zhēng)趨于白熱化。擁有電視的人數(shù)正節(jié)節(jié)上升，然而這一利好對(duì)家用電視的影響并不明確。比如，在中國(guó)、法國(guó)、印度、日本和美國(guó)，典型的一周時(shí)間內(nèi)，消費(fèi)者在電視屏幕上觀看廣播和有線電視節(jié)目、電影或視頻的比率從2009年的71%跌至2011年的48%。原因就是消費(fèi)者開(kāi)始在個(gè)人電腦、平板電腦和智能手機(jī)上觀看節(jié)目。這一趨勢(shì)也體現(xiàn)在消費(fèi)者的電視購(gòu)買(mǎi)計(jì)劃中。在接下來(lái)的12個(gè)月中，有意購(gòu)買(mǎi)電視的受訪者比率從2010年的35%下跌至今年的32%。

????根據(jù)我們的研究，多數(shù)（56%）受訪者正在改變其消費(fèi)選擇和消費(fèi)習(xí)慣。最常被提及的改變與娛樂(lè)相關(guān)，32%的受訪者指出，他們已經(jīng)停止或接近停止租借或購(gòu)買(mǎi)DVD。

????考慮到這一情況，消費(fèi)電子廠商應(yīng)該探索與其它公司合作的機(jī)會(huì)，積極參與信息應(yīng)用（如新聞、體育、天氣）、人際網(wǎng)絡(luò)應(yīng)用（社交/職場(chǎng)網(wǎng)絡(luò)）以及娛樂(lè)應(yīng)用（如音樂(lè)、單/多人游戲及視頻）這些市場(chǎng)。埃森哲的消費(fèi)電子調(diào)查發(fā)現(xiàn)以上應(yīng)用最被廣泛使用，并將在未來(lái)幾年保持其優(yōu)勢(shì)。

????消費(fèi)電子市場(chǎng)不再是僅僅制造產(chǎn)品并銷(xiāo)售，而是要在一個(gè)更廣泛和整合化的生態(tài)系統(tǒng)中競(jìng)爭(zhēng)。消費(fèi)電子公司受到一種名為“超級(jí)積木”（super?stacks）的新商業(yè)模式的劇烈沖擊。埃森哲將“超級(jí)積木”定義為一種超出行業(yè)傳統(tǒng)的更為廣泛和緊密的軟件、硬件及服務(wù)的整合，包括操作系統(tǒng)、半導(dǎo)體芯片、設(shè)備、應(yīng)用程序和終端用戶(hù)服務(wù)。超級(jí)積木的主要推動(dòng)力量將會(huì)是移動(dòng)市場(chǎng)，特別是智能手機(jī)領(lǐng)域，某些基于超級(jí)積木的手機(jī)產(chǎn)品已經(jīng)上市。

????After studying a multitude of different data findings from our recently released global consumer electronics usage survey of 19 consumer electronic devices, Accenture asked a simple question: If we had to identify three of the most promising market opportunities for selling consumer electronics products and services based on these findings, what would they be? Three rose to the top of the list: TV applications for PCs, tablets and smart?phones; the fertile consumer markets in emerging countries; and the consumer electronics buying behavior of the younger generation.

Market Opportunity Number One: TV Applications for PCs, Tablets and Smartphones

????Accenture's survey of more than 10,000 global consumers found that the battle for consumers' eyeballs and time is intensifying among TV viewers. Viewership continues to rise, however the impact on the TV screen in the home is shifting. For example, in China, France, India, Japan and the United States the percentage of consumers watching broadcast or cable TV shows, movies or videos on a TV screen in a typical week plummeted from 71 percent in 2009 to 48 percent in 2011 as consumers moved some of their viewership to PCs, tablets and smartphones. These trends are reflected in consumers' TV purchase plans. During the next 12 months, the percentage of survey respondents intending to buy a TV fell to 32 percent this year, down from 35 percent in 2010.

????According to our research, a majority (56 percent) of respondents are changing the choices they make and how they behave. The most frequently cited change relates to entertainment, with 32 percent indicating they had stopped or almost stopped renting or buying DVDs.

????Given this situation, consumer electronics companies should explore more opportunities with other companies participating in the information application market (for news, sports, weather); networking applications (social/professional networks); and entertainment applications (such as music, single or group games and videos). Accenture's consumer electronics survey found these to be the most widely used applications that will continue to be for the next few years.

????The consumer electronics market is no longer about just manufacturing a product and selling it. It's more about competing in a more extensive and integrated ecosystem. Consumer electronics companies are being heavily impacted by a new business model called "super?stacks." Accenture defines a superstack as a more extensive and cohesive integration of operating systems, semi?conductor chips, devices, applications and end-user services than the industry has traditionally achieved. The primary driver of superstacks will be the mobility market, particularly in the smartphone arena where superstack-based products have already been made commercially available.