"Along with the continuous development of IPTV business, it has experienced local pilots, trial commercial, officially launched, large-scale post, comprehensive expansion pilot, etc., in business model, Hangzhou mode, Shanghai mode, Harbin Mode, Henan model and Jiangsu model are suitable for China's different local characteristics. The following business model is analyzed below to explore the exploration of IPTV business models that are suitable for China's national conditions.
Hangzhou mode
Hangzhou model originated from radio and television, strictly belonging to digital TV and IPTV common product, and its users have double identities for cable TV users and Hangzhou Netcom users, using dual-mode sets, all set top boxes connected to cable TV and Internet. At present, Hangzhou model has become a highlight of my country's IPTV business development. Hangzhou has also become the only region of IPTV applications with televisions. Specifically, Hangzhou Digital TV uses cable TV plus IPTV, free drop-to-top box, basic viewing fee 14 yuan unchanged, pay TV and video on demand and other value-added services by market pricing. In the operation of the content, Hangzhou mode uses a method of decentralized operation and superiority. This is a guarantee that makes content and more detailed. On some channels, Hangzhou mode uses an outsourcing way, by a more professional website or company responsible column, to ensure the quality and effect of the column.
The IPTV business in Hangzhou has a very big relationship with the unique background of operators. The main body of Hangzhou IPTV business development is constructed from three parts: Hangzhou Netcom Information Port is an IPTV market promotion implementation subject, Hangzhou Digital TV Co., Ltd. is the main body of IPTV, Zhejiang China Media Media Co., Ltd. is a new foundation on both. True marketization operation enterprise. Since Zhejiang Huaxia Media Co., Ltd. is a market entity that has established and independent of its own business and radio and TV, this entity is responsible for the work of all IPTV industry chain. In this mode, the new market entity has the background of the telecommunications industry and the wind and electric industry, which has both huge user resources and network resources, rich market operation experience, accurate business user management, etc., and is not subject to content operations. Under the conditions permitted by laws and regulations, the business of all telecommunications industry and the RMB, which resolves the problem of content and operational restrictions for IPTV business.
In addition to the Guangzhou-TV industry and telecommunications industry, the Hangzhou Municipal Government is also an active promoter of IPTV business. The main role of the government is that the market is guided, and it can be promoted through administrative means when appropriate, such as new communities and hotels must have IPTV. Although this is a mandatory method, in the early days of the market promotion, this effect is still more obvious in the promotion method of administrative means. The Government's strong support can also guarantee the smoothness of the entire project.
In addition, the joining of home appliance companies is conducive to the smooth flow of the product, such as TV manufacturers such as Xihu Electronics, and the experience in home appliances makes its products more in line with user psychological habits, which is conducive to the promotion of the market and the acceptance of users. The bundled media can grasp the market public opinion and market-oriented, "Hangzhou Daily" is tired to report wired digital TV and IPTV business, so that Hangzhou citizens are more prone to IPTV and create a good foundation for the development of the market.
Overall, Hangzhou's IPTV mode is successful, but because of its unique background, it is not suitable for every place, but the thinking of this cooperation is worth reference. How to choose the right partner, connect the parties firmly through the means of interest, with the respective advantages, get the cooperation effect of "1 + 1> 2", make the market, strong, is the IPTV industry chain All links should be considered.
Harbin mode
Harbin has established a relatively clear cooperative system and business model, and has also experienced the intense conflict between radio and telecommunications and telecommunications sectors. So far, Harbin has developed more than 100,000 IPTV users. Because of its urban size and economic level, its business model is more common than Hangzhou mode.
In Harbin, Harbin Netcom and Shanghai Wencheng jointly carry out the operation of IPTV, and there is a clear division of labor and cooperation between the two, and the advantages are complementary to achieve high quality resources. Shanghai Wen Guang as content provider and integral responsible for operation license, content integration, operational platform, content channel, set-top box equipment, etc., while responsible for coordination and station radio, industrial and commercial, public security, etc .; Harbin Netcom is responsible for network construction and Maintenance, management, user management, etc.; the two sides jointly develop new business and share marketing and expansion in the form of benefits, interest sharing, risk sharing. In order to make the two parties smoothly, for controversial places such as data services and online games, both sides do not touch. In this mode, the Basic business such as IPTV live, on-demand, and time shifts can be successfully carried out; and "mine" such as the value-added business is not discussed or considered.
The smooth development of the IPTV business in Harbin is the result of several parties. The local Netcom branch needs a highlight of the business to attract the network upgrade and transform funds; Netcom Group needs to transform to information service providers, solve the strategic problem with the new broadband application; the telecommunications equipment provider needs a real IPTV pilot for its system Find the place of actual exercise, so that IP-Harbin is rushed to the emerging market of IPTV business.
At present, Harbin's IPTV business market has basically form a relatively mature business model and a stable user base. The Harbin mode is the first large-scale IPTV commercial pilot in China. Its advantage complementation, the experience of overall operation is precious, and it has a high reference value. But also note that although Harbin's IPTV business market is more active, it does not mean that its business model is best. In Harbin, the pre-IPTV business promotion has conducted a full-employed marketing, and the sales performance and employee revenue are hooked. There is a strong administrative color, and it is easy to develop by users and no quality. The user's loyalty is low. problem. In addition, this model is still relatively lacking in external resources such as funding, government intensity, and publicity media.
Henan model
The launch of Henan IPTV business is an opportunity to modern distance education in rural party members and cadres in Henan Province. Henan Wikkim is the main force of Henan IPTV construction. The company provides solutions for Henan IPTV projects, set-top boxes, system support, business content integration, business operations and other support.
From the development of IPTV business in Henan, Henan Netcom is mainly responsible for the provision of network resources, network transformation and system equipment, and Wikom provides system solutions and set-top box terminals. However, in the implementation of the entire project, Wikom is not just a device provider. In the system deployment and operation, it has become a content integrator due to the continuous integration of resources from various ministries. In addition, Vikom also established a joint venture with Henan Radio and TV to further strengthen cooperation with the contents of the program.
Henan IPTV business model has several prominent features. First, break through the traditional awareness of TV. Henan IPTV applications are not limited to traditional film and television programs, but their core is network interactive business applications. Vikom is based on traditional video resources, integrating various types of video and graphic interactive industries, thereby avoiding conflicts with radio and television. Secondly, Henan IPTV opened up a rural market, and its applications are for the development of rural economy and the actual needs of rural areas, and have a lot of temptation to farmers. Again, Henan has effectively preventing the loss of fixed-line while carrying out IPTV. Henan IPTV uses ADSL access, broadband and fixed-line binding, which weakens the alternative effect of mobile phones on rural fixed lines to protect the original investment of operators.
In general, the core idea of Henan model is to drive the development of the operator's IPTV business, solve the policy problem in the IPTV development process, programs copyright issues, make full use of the resources of the national management departments, for national economic information Provide broadband streaming media services. Compared with IPTV business model in other parts of China, Henan model is most highlighted, fully combines local practical conditions, providing valuable experience for the development of China's IPTV business.
Shanghai model
In January 2006, Shanghai Telecom was charged with IPTV trials charged in Pudong and Minhang two districts. At the end of May 2006, Shanghai Telecom conducted a large-scale IPTV commercial project bidding, and the IPTV business covered 15 districts in Shanghai. As of March 2007, users of Shanghai IPTV business have reached 150,000, and become the fastest growing city in China.
As the radio and telecommunications departments, Shanghai can enter each other, three IPTV business models have emerged, namely IPTV business model (Pudong model), opened in Qingning Temple and Minhang District, Shanghai Pudong New Area, in Zhabei The "Interactive TV Demonstration Zone" model (Daning Model) (Daning Model), which has been opened in Daning Community, and the "Long Triangle High Performance Broadband Information Demonstration Network Project" (Gujing Mode). The Pudong mode is an upgrade of the existing ADSL broadband network so that its broadband access reaches 2 Mbit / s ~ 3Mbit / s; Daging model is transformed to existing ordinary telephone lines, so that it is boosted to the computer to network 2Mbit / s and interactive TV 4Mbit / s; Gujing North mode is a new network architecture to build a fiber-optic city network, which provides an exclusive broadband of up to 46 mbit / s or more.
As far as it is, the IPTV business in Shanghai is mainly used in Pudong model. Related system equipment and set top boxes. Shanghai Telecom's Shanghai Information Group specialized in the product operations department; Shanghai Wen Guang specially established BaiseTong Company, and both parties have established a joint work team in project cooperation and product cooperation, jointly operated and promoted the IPTV business in accordance with the principles of cooperation framework. development of.
In terms of business promotion, both parties have also divided into labor. Shanghai Telecom is responsible for planar media and outdoor advertising, which is expected to invest millions of yuan; Shanghai Wen Guang is responsible for advertising in dozens of Shanghai local TV stations in it, with advertising costs up to 100 million yuan. In September 2006, Shanghai Street was overwhelmed by the IPTV business, so large-scale publicity is currently very rare in China.
It is worth noting that the cooperation between the two sides does not have an exclusive, Shanghai Telecom and Shanghai Wencong have certain autonomy. Shanghai Telecom can not only cooperate with Wenguang, but also choose other content providers to enrich their products, such as Shanghai Telecom has signed a cooperation agreement with Internet content providers who provide search, news, real estate, food, stock, etc., related pages. It has also been completed. Since the content on the Internet is transplanted to the IPTV service, it is a very positive role in attracting a larger-wide user group.
In general, the essence of Shanghai model is: Shanghai Telecom, Shanghai Wen Guang and various system providers jointly build a benign industrial chain. Shanghai Telecom is both network operators, and the operation of cooperation is involved in the form of content, industrial chain. The relevant parties jointly build a win-win business model. Shanghai is an open trial area stipulated in national policies, and is also a bridgehead of China IPTV business development, and its business model has an important reference for the development of IPTV in other regions.
Jiangsu model
Jiangsu Telecom is one of the earliest operators who started IPTV projects in China. As early as June 2005, China Telecom raised Jiangsu Telecom as an IPTV pilot area. It is reported that the scale of Jiangsu Telecom IPTV project is 100,000 lines. In the first half of 2007, the second phase expansion was carried out, covering 13 countries in the province, which has been implemented within the province.
Jiangsu Telecom IPTV solution is composed of ZTE's independent research and development, consisting of content operations and support, video integrated business management, business network (VDN), carrier network, and home network 5. At present, Jiangsu Telecom's IPTV has been able to provide users with video services such as broadcast, live broadcast, time shift, TV recording, round-broadcasted, covering financial analysis, Sub-Forum, Health Guidance, etc., so that users should be based on their own hobbies Choose, provide information browsing, game, e-government, etc. rich value-added business. It is worth mentioning that Jiangsu Telecom also takes the lead in the world to carry out network video surveillance services based on the IPTV business platform, combining traditional global eye services with IPTV services, enabling users to easily use the display screen and IPTV terminal Global eye business.
In the development of IPTV services, in addition to technology and content providing links, other parts are responsible for telecommunications, telecom operators use their own network resources, extending to the front end of the industrial chain, from the content integrator, content provider Purchase content resources, then refine, personalize, upgrade the service, and provide IPTV services. In addition, the characteristics of Jiangsu model are also joining in the Xinhua News Agency of the State Council. Xinhua News Agency has a global overseas education and huge content resource advantages, especially in the time affairs news. More importantly, Xinhua News Agency is not restrictive by the State Administration of Radio, Film, As long as the content is related to the relevant audit, it is legal, not necessarily limited by the license, which has opened a new attempt to the IPTV business in the license system.
Summary of five business models
In conjunction with the above analysis, Table 1 lists the basic conditions of the five main business models in my country for the readers.
Table 1: Basic situation of the five business models of IPTV
Be
Although IPTV business has a broad space, the effective IPTV business model needs to be further explored in practice. As far as the current development situation, these five modes and mature IPTV business models have a distance, but constructive and groundbreaking attempts have been established for future IPTV business models. Direction, and also accumulate extensive experience. It is foreseeable that IPTV services will continue to mature in China.Related resources: IPTV's business and business model innovation - Other Code Resources
Our other product:
