Following the e-sports e-sports eruption in the mobile terminal, the market base and industry advancement of the TV channel's 'migration' to the mobile phone's mobile terminal seems to be accelerating. The soon-to-be-opened Russia World Cup will become the operator of the hand-held mobile TV license. Legion's power to power mobile TV.
A few days ago, the reporter learned when visiting China Telecom's A-share listed company, No. 100 Holdings, that No. 100 Holdings, as the main operator of China Telecom’s video-telephony business, is using the 2018 World Cup to capture the mobile TV market. Prior to this, China Mobile’s Mi-chan video won. The official partner of the CCTV World Cup's new media and telecommunications transmission channel in 2018 has released a strong signal for operators to seize this market.
Starting from sports
In fact, the domestic push for mobile TV was also related to sports. In 2006, the then State Administration of Radio, Film and Television promulgated China Mobile Multimedia Broadcasting (commonly known as mobile TV) industry standards, pointing out that mobile multimedia broadcasting represented by mobile TV should be the first of its kind in 2008. The Olympic Games service has the advantage of providing users with the progress and results of the events anytime and anywhere. The State Administration of Radio, Film and Television also made it clear that during the 2008 Olympic Games, mobile multimedia broadcasting represented by mobile TV will be put into full operation. At that time, the three major telecom operators, CCTV and SMG have all obtained mobile TV operating licenses.
However, due to restrictions on policies, licenses, and higher transaction costs, mobile TV services have not experienced large-scale development over the years. Nowadays, as technologies are interoperable, diversification of implementation methods and new traffic policies are introduced, users The cost of using mobile networks is continuously declining. The mobile TV business presents a trend towards more diversified business models and a richer variety of program content, laying the foundation for the large-scale development of mobile TV.
Today, with the help of the World Cup, operators are trying to take the opportunity to make more in-depth arrangements for mobile TV. This is due to the sharp increase in the demand for 'migration' of large video such as TV to the mobile terminal (small video). From the perspective of first-tier cities, Thanks to the speeding up of mobile networks and the popularization and development of terminals, mobile video has become one of the main ways of entertainment consumption. In particular, people’s demand for ball games and episodes makes the “Pocket TV” portable, mobile, and interactive. The characteristics of sexuality have become increasingly apparent. In the second and third tier cities and below, the market demand for mobile TV by urban TV stations appears to be more special: On the one hand, mobile TV is the link between migrant workers and their hometowns, such as May 29 of this year. Shanxi Jiexiu City Radio and Television announced the launch of the mobile TV function. The goal is that the Jiexiu people can easily understand the new look and new changes in their hometowns. On the other hand, the commodity trading hubs like Yiwu, the mobility of population With the superposition of time fragmentation, local television stations have become more prominent in the demand for portable and portable programs. Therefore, they have also turned their attention to mobile TV.
Differentiation Competition
From the current perspective, mobile TV market operators have their own 'play'.
Last month, the three major operators announced their respective April operating data. From the perspective of 4G subscribers, China Mobile 669 million, China Telecom 206 million, and China Unicom 198 million. However, China Mobile’s 4G subscribers experienced negative growth for the first time. The number of users lost to the month was 2.427 million, while China Telecom increased 5.86 million, and China Unicom grew 4.066 million. The industry believes that this is related to China Telecom and China Unicom's unlimited access to unlimited packages and Internet packages. In the future, with the 5G era The arrival of traffic will be cheaper and cheaper.
China Telecom’s A-share listed company, No. 100 Holdings, proposed to become a 'mobile TV station' for all TV stations in China. Through attracting demographic dividends, it will quickly and continuously expand the scale of free users, and at the same time, through differentiated services, it will rapidly increase fees for service users. Currently, No. 100 Holdings has already covered CCTV All Channels, domestic first-line TV stations, local stations and other 160-channel live channels through its subsidiary Tianyi Video. Moreover, Tianyi’s unique 'multi-screen broadcasting' function can support 4 live channels at the same time. In order to welcome the World Cup in Russia, Tianyi Video also launched a 7-day television viewing service for member users and planned online marketing activities.
According to China Unicom, its WoW video covers 100 TV channels, and users can obtain corresponding services according to mobile phone package flow. By the end of 2010, China Unicom had confirmed 10 audiovisual licensees for 3G mobile phones such as BesTV and LeTV. As a vertical channel operator of China Unicom's mobile TV business, LeTV operates movies and entertains two vertical channels.
China Mobile’s mobile TV business ceased processing on June 1, 2016, and officially went offline on June 30, 2016. The company’s video business was operated by its subsidiary, MIYU Culture Technology Co., Ltd. (abbreviated as 'MIYU'). , Mi Yi video won the 2018 CCTV World Cup mobile broadcast rights, but also to do a full marketing article, launched the 'MIYU World Cup enjoyment of rights and interests package', including the CCTV World Cup full game high-definition broadcast, 7 days free experience microphone video Members, and half-price orders for MIDI video members.
I do not know the Football World Cup, which has driven almost all the industry's 'commercial engine', can give mobile TV a different opportunity in the new market context.