Smart TV Essentials for OEM/ODM

Smart TV Essentials
for OEM/ODM
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2013 Taiwan Smart TV Conference

William Tam
MediaTek Inc.
Smart TV Planner
William Tam is Smart TV Planner at MediaTek. William is responsible for OEM/ODM Smart TV
proposals, and technical cooperation engagement with Internet Service or Software vendors. William
Tam could be reached at william.tam@mediatek.com.
Education: William has a bachelor's degree in electrical and electronic engineering and a master’s in
Digital Image Processing both from National Taiwan University.
Languages Spoken: Mandarin and English
Areas of Focus: Smart TVs, Video Technology

Smart TV Device vs IPTV Device
Smart TV

IPTV

a.k.a

Connected TV
Internet TV
OTT

MOD (Taiwan)
Orange (France)
BesTV (China)

Service Source

Open Internet

Managed Network

Service Provider

Internet Service: YouTube,
Netflix, Skype, …
TV Makers: Samsung,
Toshiba, …
Broadcaster: BBC (Catch-up TV)

ISP (xDSL, Cable, …)

Sample Device

TV (Samsung, Toshiba, …)
Box (Apple TV, Roku, Android
box, …)

IPTV Box

Where to buy?

Consumer electronics
Retail Stores

Rent from ISP
(Free in usual)

Smart TV Technology
Technology
Hardware

[Same as Smart Phone]
• CPU, GPU
[Different from Smart Phone]
• Picture Quality Engine
• Higher Resolution Video Decoder
• 720p (mobile) vs 1080p (tv)
• 1080p (mobile) vs 4k (tv)
• Trusted Execution Environment (Content Protection)

UI/UX

Lean Back Design

Application
Framework
(Fragment)

• Proprietary (TV Makers, IC Makers)
• from “Adobe AIR, Qt, CE-HTML, Konfabulator” to HTML5
• Others (Confidential)

DRM

Microsoft, Google (Widevine), Marlin, IPTV, …

Adaptive
Streaming

HLS, DASH, Microsoft, Google (Widevine), ….

Content is the KING
Let’s take Netflix as an example
• Netflix accounts for 1/3 of all North American bandwidth
(9pm~12am) with ~ 29M U.S. subscribers
– Blockbuster filed for bankruptcy (2010)
• Google expressed interest in acquiring Netflix for $17.9 billion
(2012)
• FY2012: Revenue $3.6B, Total content library $2.8B (78%)
– May’2013: Disney
– Jun’2013: DreamWorks
– Aug’2013: TWC

• Original Programs
– House of Cards (2013)

Smart TV Participants
[TV Makers]
Content ★
Audience1 ★★★

Samxxxx: Bada, Tizen
Toshixx: Smart TV, Cloud TV
Lx: NetCast, Google TV(2012), WebOS
Panaxxxxx: Viera Connect
Phixxxx: Smart TV Alliance
Soxx: BIVL, Google TV(2010), …
中x盟 (China Android TV): China TV Makers

[Internet Services]
Content ★★
Audience1 ★★

Netflix
YouTube (Google)
Hulu
Amazon

[Broadcasters]
Content ★★★
Audience1 ★★

Germany/France/…: HbbTV
Brazil: Ginga
Japan: Hybridcast
BBC: BBC iPlayer

(1) Consider ONLY Leanback audience (i.e. from TV screen)

Three Rules for Making a Company Truly Great
(Harvard Business Review)
1. Better before cheaper
2. Revenue before cost
3. There are no other rules

But for Smart TV makers,
it should be “Footprint before Differentiation”

Footprint ?
Footprint
= active subscriber number
= installed base (accumulated) × activation rate
Factors which could improve activation rate
•
•
•
•
•

Embedded WiFi
“Out-of-the-box” Design
Content
Leanback UI/UX
Coupon (ex: 1 month free service)

10 Trends of Smart TV
(List by alphabetical order)

4K
• 4K Panel Technology (not cover here)
• 4K HDMI I/O (not cover here)
• 4K Decoding
– HEVC (Industrial 4K standard codec)
– Resolution (UHD), Color Space, Color Depth, Subsample

• 4K Security for Premium Content
– Secure Video Path, …
– Certified by authority
• NSV (Netflix Security Verified)

ACR
(Automatic Content Recognition)
• Technology
– Audio only, Video only, Audio+Video
– Calculate CRC continuously, compare with cloud
database, identify contents
• Interactive Service
– Voting, 2nd screen, Ads
• Early Adopter
– Sony: Yahoo
– LG: Cognitive Networks
Reference: techcrunch.com, connectedtv.yahoo.com

Aereo
• Service: Watch and Record live TV online
• Coverage area: 23 US Cities (NYC … Houston)
• Business Model: (ATSC) Antenna Rental
– Aereo is available to residents of select areas only
• Subscription Fee: $8 per month
– Hulu Plus $7.99 per month
• Legal controversy
– February 2012: Founded
– March 1st 2012: Aereo was sued by …

Reference: wikipedia

Alliance
• Alliance of Application Framework
(Adopted by 2+ OEMs)
– Smart TV Alliance
– 中智盟 (for China Smart TV)
– Opera TV Store
– Google TV

• in-house Application Framework
– Bada, Tizen, Netcast, WebOS, …

“Android OS” TV
• 2011: China Android TV
• Jul’ 2013: Google (Hugo Barra) says Netflix app will
play 1080p video on Nexus 7 (Android 4.3)
– a new set of DRM APIs that enable hardwarebased encryption for video.
– Hugo Barra: VP, Android Product Management
• Aug’ 2013: Hugo Barra joins XiaoMi (小米)

Chromecast
• Hardware Specification
– 802.11n SB, 512MB DDR3, 2GB Flash
– w/o remote controller
• Software Feature
– (me too) Netflix, YouTube, DIAL
– Google Play
– Chrome Web Apps
– w/o miracast, DLNA
• Price
– $35 (with $0.40* margin?)
Reference: wikipedia, *techcrunch.com

Hybrid
Game Console
• Differentiation
– Video Content + Game Content
– Higher Device Price than OTT Box
– More Content (Video/Game) Revenue
• Products
– Ouya (Android)
– Sony PS Vita TV (Hybrid)
– Amazon (?) (Android)

IPTV + OTT
• (Jul’2013) Satellite TV service BSkyB has rolled out a
Web TV box for £9.99 ($15).
– a rebranded Roku 2 XD ($64)
– (Jul’2012) Roku is getting $45 million in a new
round of investment from News Corp. and BSkyB.
– Feature
• Now TV: IPTV service of BSkyB
• w/o BSkyB rivals Netflix and Amazon/Lovefilm

Reference: allthingsd.com

Second Screen
•

•

•

A/V Mirroring
– Miracast (WiFi Standard)
• Smart TV as Sink: Source could be any Standard Android 4.2+
• Smart TV as Source: Complement technologies could be Time Shift or
DLNA DMS
– AirPlay (Video could support by Apple TV only)
– MHL (Wired)
Chromecast
– 2nd screen as a remote controller, contents (A/V, Web) streams direct to Smart
TV
ACR Interactive
– Voting
– 2nd Screen Ads

Price

HongMi
(Smart Phone)
Ouya
Apple TV

Roku LT
Chromecast
BSkyB Box
$128
RMB 800

$99

$49.99

$35

IT players are Price Killer?
(ex: Xiaomi 47” < $500)

Price Reference: Aug’2013
http://homea.people.com.cn/BIG5/n/2013/1009/c41390-23132217.htm

$15
£ 9.99

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