smart tv essentials for oem/odm

Smart TV Essentialsfor OEM/ODM

Display Search 2013 Taiwan Smart TV Conference

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 Planner

William TamMediaTek Inc.

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)

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), ….

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, 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)

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”

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)

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 hardware-

based 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

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)