The demographic dividend is the driving force behind the vigorous development of the Internet in China. At present, the PC Internet has matured and declined, and the development of the mobile Internet has reached a peak. The TV Internet has become a hot spot for a new round of capital agglomeration. In recent years, with the continuous promotion of the broadband China strategy and the deepening of the multi-rounded speed-up and fee-reduction policy, China Internet TV already has a solid foundation network condition, and the industry has entered a new stage of mature development.
According to the “Alibaba OTT TV Media Value Study Reportâ€, the number of OTT terminal equipment TV+boxes in China was 210 million units in 2016, an increase of 27% year-on-year, and is expected to reach 260 million units in 2017, as shown in Figure 1. Show. Among them, it is expected that television manufacturers will vigorously promote the intelligentization and internetization of televisions by upgrading, and the number of OTT TVs may increase at a faster rate. It will exceed 200 million units in 2017 and reach 240 million units in 2018, becoming consumers watching OTT. Content mainstream devices.
Figure 1 Status and Forecast of OTT Terminal Equipment Inventory in China (Unit: Billion Units)
Therefore, under this general trend of development, China Mobile has taken the lead in entering the OTT camp and vigorously develops home Internet TV. This makes sense.
At the end of 2013, China Mobile obtained a fixed network license and implemented a full-service operation strategy. The service products provided to home customers gradually evolved from a single broadband access to the Internet to broadband access and video services (HD/4K video and video phones. / Monitoring, application mall, etc.)" Integrated business. In December 2013, China Mobile took the lead in launching "home-based" services among the three operators, based on the home broadband network, taking the magic hundred box as the terminal carrier, and the television as the display device, providing home users with video entertainment, smart home, Health, education and a series of product services. Mobibox as an extension of the “Family and Family†business, debuted in the market for the first time; in early 2015, after re-composing and positioning the service, China Mobile proposed to develop a home HD video service based on “Magic 100â€, further highlighting “Magic 100â€. "And" brand and value, focusing on Internet TV business, a comprehensive layout of smart families.
As an important family product of China Mobile, as of the first half of 2017, China Mobile’s financial report showed that the number of “Magic 100†users reached 38.59 million, which was a 69% increase compared to the end of 2016, and the penetration rate of “Magic 100†business continued. Growth, reaching 41% in the first half of 2017, as shown in Figure 2. “Magic 100†has become one of the most competitive home viewing products in some provinces and cities. For example, Jiangsu Mobile’s “Magic 100†users have reached and exceeded 3 million in the first half of 2016.
Figure 2 2015-Q2.2017 China Mobile Magic 100 and business users scale and penetration
In the next few years, considering that telecom operators will often adopt a bundled sales strategy of fixed broadband and home video services, it is expected that “Magic 100†will continue to grow with the increase of China Mobile’s fixed broadband subscribers and network capabilities. As of the first half of 2017, China Mobile had 93.04 million fixed broadband subscribers and 87.5% of broadband subscribers with 20Mbps and above. According to China Mobile’s Chairman Shang Bing’s speech at the 2017 World Mobile Conference, China Mobile’s Home broadband coverage will further exceed 70%, and fiber-to-the-home coverage will exceed 90%. It can be expected that in the next few years, the scale and penetration of China Mobile home video users will continue to increase.
However, looking at the history of the development of China's Internet TV industry, industry supervision policy has always been a sharp edge in the market:
In 2007, SARFT and the Ministry of Information Industry issued the “Regulations on the Management of Internet Audio-visual Program Servicesâ€. They require that they engage in audio-visual program services on the Internet. They must obtain the “Information Network Broadcasting Audiovisual Program Permit†or perform filing procedures. The applicant must be wholly state-owned or state-owned. Holding unit.
In 2009, SARFT issued the "Circular on Enhancing the Management of Internet Audio-visual Program Services with TVs as Receiving Terminals", which required the regulation of the order of transmission of audiovisual programs on the Internet, and the connection of electronic products such as televisions and set-top boxes via the Internet to TV terminals. In order to provide audiovisual program services, the user shall obtain the “Information Network Communication Audiovisual Program Permit†of "Audiovisual Program Integrated Operation Service with TV as a receiving terminal" in accordance with relevant regulations. After the notice was issued, SARFT issued seven Internet TV integration service licenses in 2010 and 2011. Seven licensees are CNTV (China Internet TV), BesTV, CIBN (China International Broadcasting Network). China, Southern Media, Hunan TV Station, and Central People's Broadcasting Station.
In 2011, the General Administration of Radio, Film and Television released the “Requirements for the Operation and Management of an Internet TV Licensing Authority†(No. 181), which regulates the integration of Internet TV, content services and business operations: it is clearly required that the Internet TV integration platform can only Select the legal content service platform established by the Internet Television Content Service Agency approved by SARFT; the Internet TV content service platform can only access the Internet TV integration platform approved by the State Administration of General Administration of Communications, and cannot access the illegal integration platform. At the same time, the content service platform It is not possible to link with websites set up on the public Internet; the same Internet TV integration platform should provide at least 3 or more Internet TV content service platforms with integrated operation services, and at the same time set up an organization for Internet TV integration and content services, and its content service platform. In addition to accessing its own integrated platform, it should also connect to more than one integrated platform provided by other integrated agencies.
In 2015, the Supreme People's Court, the Supreme People's Procuratorate, the Ministry of Public Security and the Press, Publication, Radio, Film and Television Bureau jointly issued the most severe regulatory document in history, “Notice on Severely Cracking down on Criminal Activities of Receiving Equipment from Illegal Television Networks†(No. 229). The legal point of view has severely cracked down on the criminal activities of illegal TV network receiving equipment. The document specifies three types of illegal television network receiving equipment: "Internet video sticks" and other network sharing equipment; illegal Internet TV receiving equipment, including but not limited to, illegal television and illegal broadcasting built-in Target set-top boxes, televisions, projectors, and displays for directional reception software or hardware modules for illegal content; Internet software for watching illegal television, listening to illegal broadcasts, mobile Internet client software, and Internet TV client software.
In April 2016, the State Administration of Press, Publication, Film and Television issued the "Provisions on the Administration of Audiovisual Program Services for Private Networks and Directed Communication" (Order No. 6), which basically equates IPTV, private network mobile TV and Internet TV, and applies for private networks and targeted communications. Audio-visual program services should obtain the “Information Network Broadcasting Audiovisual Program Permitâ€, and the applicant must be a wholly state-owned or state-controlled unit. Foreign-owned, Chinese-foreign joint ventures, and Chinese-foreign cooperative organizations must not engage in private networks and targeted audiovisual program services. The main services related to Internet TV are broadcasting organizations, central news agencies and telecom operators. Among them, for the transmission and distribution service, the application for engaging in IPTV transmission service and special-purpose mobile phone TV distribution service shall be clearly specified, and it shall be a unit with legal basic network operation qualification approved by the State Council's industry and informatization authority, and a certain amount of public information. Basic network facility resources and credibility or ability to provide users with long-term services.
In July 2016, the State Administration of Press, Publication, Radio, Film and Television stated in the following “Notice on Doing a Good Job of Internet TV Rectificationâ€, pointing out that there are problems with the degree of product non-compliance and non-standard cooperation with related companies in various Internet TV broadcast licensing agencies. Requires the license agency to rectify existing issues. The specific requirements include: First, licensees must strictly monitor all types of Internet TV terminals that they are responsible for integrating, including content sources, application access, user authentication, and billing management. It is necessary to control and control; the second is to strictly inspect OTT TV licensees and telecom companies in disguised form of IPTV services and provide channels for live broadcasting and other activities. TV services carried out in cooperation with telecommunications companies are subject to the triple play requirement (Order 65). Regulations concerning IPTV are regulated; Third, all licensees do a good job of sorting out existing businesses, products, and cooperative companies. Where they do not meet the requirements, the software upgrades, shutting down, and switching shall be carried out.
Therefore, if China Mobile first selects the Internet TV "Magic and Baihe" business to develop the family market in the past few years after obtaining fixed-line licenses, it is a forward-looking move that is in line with the general trend. Now it is faced with several rounds of rectification and policy tightening. The development of the situation is to continue to adhere to the scale of the Internet TV has been a large, or fully transferred to IPTV's big banner, quite a bit of ambiguity.
China Mobile’s IPTV road is also not smooth: after China’s Ministry of Industry and Information Technology issued a basic telecommunications license to China Radio and Television Corporation in 2015, China Mobile immediately initiated the application for IPTV licenses. However, IPTV business and its “Mobi Baihe The relationship between businesses is still the first thing that needs to be straightened out before applying for a license.
In June 2017, the Secretary of the State Administration of Radio, Film and Television issued an official letter on the application for the return of China Mobile's IPTV transmission service license application materials. In the letter, SARFT believes that before China Mobile applied for the IPTV transmission service license, it has developed and formed millions of subscribers of "Magic 100" television services in various places, and the business is in compliance with the existing IPTV The broadcast control mechanism is quite different. Therefore, China Mobile has returned the application for this license and hopes that China Mobile will promptly report the existing television services in each province and the rectification according to the relevant IPTV system, and wait for the rectification and compliance. Then report it.
In September 2017, the Network Division of the State Administration of Press, Publication, Radio, Film and Television sent the verification requirements for the rectification of the China Mobile Internet TV business to provincial radio and television bureaus and new media companies, focusing on the following two aspects: First, whether the provincial mobile operators still In the way of selling and presenting set-top boxes, the development of "Magic 100" and Internet TV business is carried out; secondly, whether the established Internet TV services and set-top box terminals have been rectified. Among them, the signs of rectification are as follows: First, whether it has been transferred from Internet TV to compliant IPTV: that is, the original Internet TV users have been cut to the province's IPTV integrated broadcasting control sub-platform; Second, whether China Mobile has transferred Internet TV management authority To the broadcast control licensee: the box of the boot interface, EPG page no longer appears in China Mobile's logo; Internet TV integrated licensee master set-top box EPG, user management, content integration, billing and other systems; box network transmission is not limited to China Mobile Network can be opened to the outside world.
For China Mobile, compared to the current OTT TV and IPTV modes, the IPTV mode is more in line with the regulatory needs of current policies. It can provide live channels on content, use IP private networks on transmission modes, have QoS guarantee, and transmit more steadily. Security, smoother video, and help expand future HD, 4K, 8K, VR/AR and other services, can bring a better customer experience; these are the conditions that the current OTT box does not have. However, OTT TV is more open and more flexible. China Mobile’s “Magic 100†business also has a user scale of 38.59 million. It is impossible to stop it in the short term and harm the interests of users. Therefore, it is expected to be quite promising in the future. For a long period of time, China Mobile will try to weaken the differences between IPTV and OTT through technical means and market strategies to achieve synchronization and integration between the two.
In response to the existing Internet TV "Magic 100" business, it is expected that China Mobile will explore "differentiation" based on "scale", increase efforts to explore new business models based on initial coverage, and deepen the value of "Magic 100". . The first is to continue to broaden the content cooperation to form a differentiated content. Based on China Mobile's existing user base and mature charging models, it will intensify content cooperation with the upstream and downstream of the industry chain, such as strengthening localized cooperation with local TV stations. , improve the status quo of content homogenization. A negative case is that in some provinces and cities, China Mobile has introduced a large number of inter-provincial rotation channels and county- and city-level terrestrial channels through local cooperation or third-party cooperation, which has triggered many disputes; the second is to expand business models. Relying on the existing “Magic 100†platform, it constructs a full-network video service platform for the Internet, providing video services to customers across the entire network in the form of APPs or web pages, retaining the genes of its Internet video, and realizing the effective use of resources.
For IPTV, it is expected that the rectification will continue as required, and the progress of the docking and acceptance of the content broadcast control platforms at all levels will be accelerated, and the business logic and flow of IPTV will be adjusted and combed to ensure the successful application of the license. It is reported that while some provinces of China Mobile are simultaneously promoting the docking with the province's IPTV integration broadcast control subplatform, they are making greater efforts to explore the OTT+IPTV model, that is, based on a set-top box terminal to achieve platform switching between IPTV and OTT, as far as possible to weaken the platform The difference in user experience comes to replace the user's perception of more abundant program content. By this means, the existing “Magic 100†and IPTV differences are obscured, policy risks are evaded, and the viewing experience of home users is protected.
Knowing yourself and knowing each other, and fighting every battle, for the radio and television network industry, the TV Internet strategy for telecom giant China Mobile must always maintain a high degree of concern and vigilance. After all, after IPTV users break 100 million, China Mobile, which has 850 million mobile phone users, is the biggest competition variable for the entire home TV market.
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