smart tv essentials for oem/odm
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[Display Search] 2013 Smart TV Conference http://www.displaysearch.com.tw/event-en.php?event_id=17&content=topicTRANSCRIPT
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Smart TV Essentialsfor OEM/ODM
Display Search 2013 Taiwan Smart TV Conference
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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 [email protected].
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 Planner
William TamMediaTek Inc.
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Smart TV Device vs IPTV DeviceSmart TV IPTV
a.k.aConnected TV
Internet TVOTT
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 DeviceTV (Samsung, Toshiba, …)
Box (Apple TV, Roku, Android box, …)
IPTV Box
Where to buy? Consumer electronicsRetail Stores
Rent from ISP (Free in usual)
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Smart TV TechnologyTechnology
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), ….
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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)
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Smart TV Participants[TV Makers]Content ★Audience1 ★★★
Samxxxx: Bada, TizenToshixx: Smart TV, Cloud TVLx: NetCast, Google TV(2012), WebOSPanaxxxxx: Viera ConnectPhixxxx: Smart TV AllianceSoxx: BIVL, Google TV(2010), …中 x 盟 (China Android TV): China TV Makers
[Internet Services]Content ★★Audience1 ★★
NetflixYouTube (Google)HuluAmazon
[Broadcasters]Content ★★★Audience1 ★★
Germany/France/…: HbbTVBrazil: GingaJapan: HybridcastBBC: BBC iPlayer
(1) Consider ONLY Leanback audience (i.e. from TV screen)
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Three Rules for Making a Company Truly Great(Harvard Business Review)
1. Better before cheaper2. Revenue before cost3. There are no other rules
But for Smart TV makers, it should be “Footprint before Differentiation”
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Footprint ?
Footprint = active subscriber number= installed base (accumulated) × activation rateFactors which could improve activation rate• Embedded WiFi • “Out-of-the-box” Design• Content• Leanback UI/UX• Coupon (ex: 1 month free service)
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10 Trends of Smart TV(List by alphabetical order)
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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)
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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
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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
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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, …
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“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 hardware-
based encryption for video.– Hugo Barra: VP, Android Product Management
• Aug’ 2013: Hugo Barra joins XiaoMi ( 小米 )
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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
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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)
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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
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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
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Price
Apple TV
$99
Ouya
Roku LT
$49.99
Chromecast
$35 $15£ 9.99
BSkyB Box
$128RMB 800
HongMi(Smart Phone)
Price Reference: Aug’2013http://homea.people.com.cn/BIG5/n/2013/1009/c41390-23132217.htm
IT players are Price Killer? (ex: Xiaomi 47” < $500)