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專欄 - 蘋果2_0

蘋果電視把持流媒體細分市場

Philip Elmer-DeWitt 2013年07月19日

蘋果(Apple)公司內部流傳著一個老笑話,那就是史蒂夫·喬布斯周圍是一片“現實扭曲力場”:你離他太近的話,就會相信他所說的話,。蘋果的數百萬用戶中已經有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認為,在報道蘋果公司時有點懷疑精神不是壞事,。聽他的應該沒錯,。要知道,他自從1982年就開始報道蘋果,、觀察史蒂夫·喬布斯經營該公司,。
市場調研公司Frost & Sullivan最新的調查發(fā)現,人們在互聯(lián)網上觀看流媒體時,,用得最多的設備還是蘋果電視,,盡管它目前提供的內容范圍相對狹隘。

2012全球IP流媒體細分市場份額餅狀圖

????幾個月前,,我曾試著做一個類似的餅圖,,但收效甚微。因此,,我很高興能看看到Frost & Sullivan的專業(yè)市場研究員是怎么做的,。

????同我一樣,他們沒有把微軟(Microsoft)的Xbox包括在內,。這款產品具有某些相同的媒體功能,,但它主要還是一款游戲機。與我不同的是,,他們沒有忘掉TiVo,,也沒有忘記將Boxee、羅技(Logitech)、Liberty,、西部數據(Western Digital),、美國網件公司(Netgear)、美國無線電公司(RCA),、索尼(Sony)以及Vizio等公司推出的各式各樣的產品考慮在內,。

????另外一點不同在于,他們沒有對銷量進行預估,。而我做出過預測,。

????下面是Frost & Sullivan對蘋果電視及其56%的市場份額所做出的評論:“目前為止,蘋果占據了大半的市場份額,。雖然蘋果電視的節(jié)目內容相對較少,,但目前市場的核心價值并非流媒體電視體驗。蘋果電視的AirPlay功能設計精巧,,能極其方便地將筆記本或平板電腦中的視頻傳輸到電視屏幕上,。而AirPlay——注意,并不是所謂的互聯(lián)網流媒體——正是用戶踴躍購買蘋果電視的關鍵原因,。Roku排名第二,。它擁有豐富的電視節(jié)目,而且與時代華納有線(Time Warner Cable)等付費電視臺簽署了一系列協(xié)議,。不過,,這一細分市場的發(fā)展?jié)摿δ壳叭詿o法判斷。我們要看到的是,,雖然99美元的機頂盒發(fā)展迅猛,,但它的總裝機量非常少?!?/p>

????他們補充道,,谷歌(Google)“未涉足這個細分市場,這一點十分引人注目”,。(財富中文網)

????譯者:項航

????I took a crack at a pie chart like this a couple months ago with limited success, so I was pleased to see how the professional market researchers at Frost & Sullivan do it.

????Like me, they left off Microsoft's (MSFT) Xbox, which has some of the same media functions but is primarily a game machine. Unlike me, they remembered to include TiVo (TiVO) and an assortment of products from Boxee, Logitech (LOGI), Liberty (LMCA) , Western Digital (WDC), Netgear (NTGR), RCA (GE) , Sony (SNE), Vizio and others.

????They didn't offer any sales estimates. I did.

????In any event, here's what they had to say about Apple's (AAPL) offering and its 56% share of the market:

????"Apple accounts for the majority of sales by far, despite offering relatively narrow content access – this is not (yet) a market being driven by the value proposition of a streaming TV experience. AppleTV's AirPlay feature was strategically crafted to simplify the process of transferring laptop and tablet displays to a TV screen, and it is AirPlaying – not OTT streaming – that is the primary reason for purchase of AppleTV devices. Roku is the second largest vendor in this space and is driving growth through a strong lineup of content as well as through a series of agreements with Pay TV vendors such as Time Warner Cable. The long-term potential for this segment does remain uncertain. It is important to note that while current?growth rates are high, the total installed base of $99 streaming boxes is quite low."

????Google (GOOG), they add, "is conspicuous by its absence in this segment."

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