On the morning of September 7, the 2017 Shanghai Network Audiovisual Season and the 9th China Network Audiovisual Industry Forum co-sponsored by the Network Division of the State Administration of Radio, Film and Press and the Shanghai Municipal Bureau of Culture, Radio, Film and Television were held in Shanghai.
At the Roundtable Forum “World's Entrance is Changing†moderated by the Secretary-General of the China-European Alliance, Mr. Hao Xincheng, Assistant Vice President of Technology, and Mr. Bei Yue, Deputy General Manager of Miyi Video, Shi Zhijun, President of BesTV, and Senior Vice President of Lenovo Group Jia Zhaohui had a fierce discussion on this topic.
The following is the round table salon content:
ã€Pack】: time is tight, we quickly return to the positive. First of all, our theme today, we see the theme of the dialogue is that the world's entrance is changing. Now that it is the era of big data, I first quote a set of data as the opening chapter of our dialogue. As of the end of June of this year, what is the percentage of Chinese users accessing Internet terminals? Desktop computers are 55%, and mobile Internet usage rate is 66.3%. What Mr. Linsen mentioned just now is king. It is almost at the top. At the same time, there was a double-digit increase in the number of terminals, and the utilization rate of TV Internet access was 25.7%. The growth rate of access to the Internet by television terminals is the fastest. We can review the history from IPTV to OTT TV. Carrying an open ecology, etc. Nowadays, TV is not just a TV. We are a big screen of a smart Internet. My first question is, in the period from the next year to the 18 months, you, all of you from the perspective of your leading company, or from the perspective of R&D, think that you are facing this year to a year and a half. What is the most important opportunity? Or what is the challenge? Beginning with Ai Rui's.
[Hao Xincheng]: From the research institute we serve the industry, I cast a brick behind me. If we monitor the data on the big screen, I think that China is playing a big screen, including these boxes. About 85 million, there are so many contracts every month. But in fact, we have sold smart devices, about 2 billion. The industry's iteration rate has already begun. A billion is the threshold of this industry. We ourselves as research institutions, we certainly look forward to the voice portal. The previous speaker has already explained it well. We agree with him. We believe that the new browsing framework is very important. On the other hand, the traditional video content of charging content and live content, we feel that these two are also good.
ã€Package】: One is the entrance of voice?
[Hao Xincheng]: One is content charging, and the other is big screen.
[Shi Zhishao]: Lin Sen has said just now that it is possible that this technology will bring about changes brought about by this big screen. This is the opportunity for industry. This industry is brought by the chain. It is the entire chain and its opportunities are great. After the video became intelligent, it was just about AI intervention. Your service is even more. So it's not just about looking, it's used. Linsen just talked about technology, the application of AI in this field, it is changing the form of life. And your entire chain is linked together, and the value of its entire industry investment is great. So its development is really promising.
ã€Package】: It means that all links in the whole industry chain are big and promising.
Shi Zhijun: Yes.
ã€Package】: Jia total.
Jia Zhaohui: I want to talk about a little opportunity and a little challenge. From the standpoint of development opportunities, the interaction between man and machine has further improved. Because the past is a one-way content playback, users can now interact more with the purpose of the month, which will bring a lot of opportunities invisibly. One is the method of voice manipulation, and the other is the development of big data, cloud computing, and artificial intelligence that can bring more interactive experiences. When we watch TV shows or movies on television, if you want to learn about actors, we use PADs and mobile phones to check them around today. We are advancing. In the future through the interaction of the cloud, we can immediately display some simple information of the actors on television. I think this kind of interactive experience that is more powerful will surely pull more users back to the big screen of the TV. I think it should be a great opportunity. With the attention of users, with a longer use time, there will be more and more opportunities for value-added services.
ã€Pack】: There is emboldened?
Jia Zhaohui: Yes. So the challenge is also very obvious, these new technologies are gradually integrated into the product, how is the user's experience? Because if it is to say that the user experience is not good, this approach may not work. For example, we now see that despite everyone's hot cloud interactions. However, from the perspective of the existing products and experience, there may be a big gap between the expectations of the users. This may be a relatively challenging matter.
ã€Package】: New technology cannot be simply superposed. I insert a sentence, the latest case in the United States. With the smart home, Amazon's audio is wrong. I believe that this type of false positive also hides a lot of risks, so it must be a process. Shell total.
[Bay Yue]: Following the words of the previous guests, I wanted to express three views. It is true that the development of the big screen at home will be faster and faster, and the growth rate will be faster and faster, because I come from MI, and is the operational entity of China Mobile in the future. The demand brought by the big screen is the demand for broadband and the demand for the network. In fact, this piece of challenge and pressure will have greater challenges to the quality of the entire access network, including experience and so on. This is the first point.
The second point is that MIDI is actually a content service company. I also agree with the previous guests that the user's habit of charging content is becoming more and more acceptable. Now it's not just paying on the mobile phone side, paying on the TV side, and access is getting higher and higher. The user's payment, the corresponding content is getting better and better, will be more favorable to the development of the entire industry.
The third entire television screen, the existing application may be more focused on viewing, and then some entertainment consumption. But in reality the entire TV terminal will gather more and more diverse applications, including interactive ones, including communications. Actually, now it is like IMS, IMS or RCS, and so on. You can use the TV as a communication, and the application will become richer and closer to each user's life.
ã€Package】: Now that the construction of another infrastructure has actually reached a threshold that is not the minimum level, after a certain threshold. In fact, we ushered in the golden period of application and consumption. The guests on stage formed a relatively complete industrial chain. You always do content. You are essentially a network. You represent a pipeline. Then we have Lenovo as the world’s first digital terminal. Our BesTV is a content cloud, service cloud, application cloud, broadcast control cloud. Then there is the observational research institution of our authoritative market. This is actually an industry chain. Several guests mentioned just a few key points.
One is the latest technology may not be the most suitable. But now users are increasingly demanding content and applications. I would like to ask the second question. Our profession is a good one and it is sound. To put it bluntly, our industry is quite honest and our industry does not have Xue Manzi. However, our industry is very solid, headlines today spend huge sums of money to grab content. In other words, people value the value of head traffic. The next question is how can we comprehensively use business models, technological innovations, and other means to gather the best content on the big screen today? This is a free answer time. Jia Zou, I see you nodded, or do you have a gun? Everyone applauds.
[Jia Zhaohui]: Actually, I also mentioned when I opened my speech. Today is the era of cross-border alliances. The so-called cross-border alliance, each company must also do its own job. For example, in product design, we must do more from the fine design. It's not that today is full content and service, but if you don't have a stable client, you can't really have a good experience with this user. So we say that in terms of the product design of the end product, one aspect is that the quality will be more solid; while the other aspect is designing, we must directly consider the application and service. In this case, after putting it on the market, the user he can get is a complete package. Rather than letting users spend a lot of time to solve the corresponding problems. Also see how big screen, small screen interaction?
ã€Package】: Right.
Jia Zhaohui: At times, the habits of users do not mean that we want him to become accustomed to the habit. He can form habits. Instead, we gradually use applications and services to generate attractiveness. In this way, users will gradually develop such habits. Lenovo offers a wide range of devices. For devices with screens, we all want to design in advance on video applications. And there may be interaction between the screen and the screen. For example, if you are in the library, the computer will watch the video. When you return to the living room, it will automatically switch you to the breakpoint of the video you watch next to the computer and continue playing from the breakpoint. . I believe that it must be combined with hardware and back-office services to truly provide users with more interesting and interactive use scenarios.
ã€Pack】: If you want to do good things, you must first sharpen its tools. Really Lenovo is also very responsible. This piece actually calls for endless design, and users will become more and more demanding. From the content itself, what is the point of view of history?
[Shi Zhiyi]: My point of view is a single product or a single function. For example, in your video, you only look at such a single-function product, and its market will become smaller and smaller. The first creative link is important, and the second resource combination is key. You made a film. If you don't get connected to your apps and services, and you want to stack it up with other value features, it will have a very small market. Therefore, we are now BesTV in this section. In addition to our concern with the value he sees, the so-called entertainment value, he must have his use of value, practical value and service value. We hope that we have invested in this IP, including our investors, Linsen he also said. In the beginning of this block we must set up, we must enlarge its value. BesTV is doing research in this area. We hope everyone will do it together.
ã€Package】: That is to say, if you add leverage to the content, this lever can increase the price of it. Of course, this is not like financial plus leverage, but it is through consolidation and aggregation.
[Bai Yue]: Actually when it comes to content, the genes of carriers such as BesTV and MTV video come out. We are indeed newborns in the content section. Although we are also trying some content work, for example, we make some of our own content, including Mi Qi's "good figure". Our characteristics are still based on how to do a good job of distribution, how can we allow users to pass a price he can afford, or feel the right price, as well as to obtain the right company. In this case, we have been doing a lot of work. Everyone should have experience, and the speed of the network is getting faster and faster. Now China Mobile's 4G network is very suitable for obtaining network conditions for content. In fact, we are doing 5G debugging this year. We expect that 5G will be commercially available in 18 and 19 years. In the era of 5G, our network was upgraded to 10G, even to the level of 20G. It is indeed 4K in the basic network, rate, and so on. The content is now 4K. Follow-up 8K HD is very demanding for us. We will definitely not cause problems on the Internet for everyone. In addition, the tariffs used for traffic, especially the combination with the business, can make people more and more dare to use the combination of traffic and business so that everyone can eliminate some fears and thresholds on the tariff. Now many people around have been telling me: "Now with 4G, nowadays when using traffic, they are too lazy to open WIFI, and 4G is also very easy to use." We actually think that in order to allow users to use better content, Our job is how to do this "express" work.
ã€Pack】: People who are doing business WIFI under the desk, your good days are over. Hao Zong, you sum up this topic.
Hao Xincheng: I represent the user. From the user's point of view, I always want to see more exclusive content. Even if I pay for certain content, it is unique. On the other hand, there are definitely more and more solutions, because one-way content is at the end. The last point is, of course, that you want to be more and more cheap
ã€Pack】: We also have to give operators a way to live. Hao Quan mentioned the user, and we throw out the last question, because today's time is tight. Say that "have users get the world", there is a saying "have a young user to the world." Now at least 95 is young users. Faced with very complicated user stratification, there are young children, juveniles, and middle-aged people. How do we view users? What kind of users are we most valued in the big-screen or multi-screen era? Or what type? The users of the most development of the containment? The most we are concerned about? Be always starting from you.
[Bay Yue]: I would like to say my personal point of view. It may be another two or three years before. People will feel that the screens of the large screen users are high in age. Everyone has always said that operators do IPTV, are older users at home. I used to tell me a scene and went into the house. An old lady helped you open the door. She piled up a lot of set-top boxes on top of the TV and covered the block cloth. The dimensioning personnel lifted the cloth and then repaired it. In the past two years, I think the entire TV user has become more and more young. In my own experience, the biggest user on my TV is my son. He was born after 2000 00. Including the recent reading of an article I saw, in fact, in the area of ​​the Millennium, from 1990 to 2000, they will affect the development of the follow-up business and the development of the entire industry. For the users with large screens, I do not think it has been said at this age level. In fact, it is currently fully covered. What you say from the future is really younger, even like my son. The basic TV in my home is what he looks at, including the basics of IPTV. He also decides what content to choose. What I want to say is that they are deciding what to say to a user in the future of the entire business development.
ã€Package】: They are Chaoyang, the world is ours, and sooner or later it is theirs. Jia Zong.
Jia Zhaohui: I think there are two categories, in addition to young users, as well as female users. Because you look at the past for a while, chasing Korean dramas and the like, female users are more. We now look at the two types of users we think are very potential. Of course, for young users, part of the students may be school students, middle school students, and elementary school students. The other category is pre-school children. We will probably divide these two categories into business development. The other category just mentioned, in fact, the market for female users is also very promising.
ã€Package】: Yes. Recently, I have several friends who have returned from the Internet and have gone to the Bazaar Group. Let us jump back and I would like to ask Mr. Shi to make a final summary. Hao total.
Hao Xincheng: From the perspective of the research company, our definition of young people is indeed very difficult to define. The more independent he is, the more mature he is. I think that young people are relatively precocious now. When he made decisions, it was actually much earlier than when we were 70 years old. Why does this society pay attention to young people? Because of the world's cognitive decline he has accepted, which brand is determined to be powerful in the future and what they support is very powerful. We have seen young people chaos and confusion in the process because of too many social choices. The only thing we see is the choice, so we do not dare to ignore the power of young entertainment leaders. Even if I was young, I wouldn't be famous anymore, but I would study him because he was the simplest and most crude way. I think that in this society, there should be a decade left for China to leave appearances. People who now operate large-scale are prepared for more independent people. True young people, we think there are still ten years. I attach great importance to the progress of this system of appearance associations.
ã€Pack】: Appearance Association?
[Hao Xincheng]: Please pay attention to small fresh meat for female users.
ã€ã€‘ 冉 é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£ é‚£. Shi Zong, you sum up.
[Shi Zhiyi]: Big screen I think it is all ages. It is impossible for you to distinguish between young people, elderly people and children. It has it. There was a TV in the house. No one did not watch it. Some people said: "Do not look." That is definitely a trap. The return of the so-called big-screen value is all a guide. What is the purpose behind this kind of navigation? Everyone can think about it. But I think the big screen is born full coverage. The original value, excavation, or the recognition of his value, with the upgrading of our technology, including intelligence, the value of the market is even greater. So I don't think awakening is awakening. It's the value itself, just that we didn't realize its value. Our technological advancement, now superimposed on its value, has also been derived. We must reconsider its value. Our data also tells us that it is the whole population. You are like a child. Children account for 40% of our business income. Do you think he is young or young?
ã€Package】: Right.
[Shi Zhishao]: Our second film and television also accounts for 40%. Whoever sees movies and television? Everyone is watching, not only the old people watching movies, impossible, we are all watching. In this, when we are doing propaganda, is it because of ulterior motives? What is the purpose I want to achieve? Maybe we need to think about it. It is not right to make such a conclusion. Why do I have confidence in it? One is that it is itself a whole population and all people are covered. The second with the advancement of technology, including the acceleration of intelligence, our value has been more and more, and it is getting bigger and bigger. Therefore, after we recognise its value, we have more confidence.
ã€Package】: Really. Applause first and for all the guests. Although in today’s era of extremely frequent technological innovation and extremely fast evolution, when we delve into the essence and re-examine the corresponding scenes of our large screen and living room, we find that its value has not changed, even in the technical Blessing, its value will be more and more. Our dialogue is here. Please have a seat at the audience. Thank you! I was entrusted by the organizing committee to make a concluding remark for our entire forum today. Today, under the call of the Oriental Pearl Group and BesTV, we came from all over the country. We gathered together and we heard great insights into the future of the age of the living room entertainment. We carefully discussed and listened to the wisdom and voice of the backbone of each industry chain. On behalf of the Organizing Committee, I would like to thank everyone again. At the same time, I announced our great promise. The forum for the future insight of the living room entertainment was successfully concluded. Thank you!
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