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专栏 - 苹果2_0

苹果电视把持流媒体细分市场

Philip Elmer-DeWitt 2013年07月19日

苹果(Apple)公司内部流传着一个老笑话,那就是史蒂夫·乔布斯周围是一片“现实扭曲力场”:你离他太近的话,就会相信他所说的话。苹果的数百万用户中已经有不少成了该公司的“信徒”,而很多苹果投资者也赚得盆满钵满。不过,Elmer-DeWitt认为,在报道苹果公司时有点怀疑精神不是坏事。听他的应该没错。要知道,他自从1982年就开始报道苹果、观察史蒂夫·乔布斯经营该公司。
市场调研公司Frost & Sullivan最新的调查发现,人们在互联网上观看流媒体时,用得最多的设备还是苹果电视,尽管它目前提供的内容范围相对狭隘。

2012全球IP流媒体细分市场份额饼状图

    几个月前,我曾试着做一个类似的饼图,但收效甚微。因此,我很高兴能看看到Frost & Sullivan的专业市场研究员是怎么做的。

    同我一样,他们没有把微软(Microsoft)的Xbox包括在内。这款产品具有某些相同的媒体功能,但它主要还是一款游戏机。与我不同的是,他们没有忘掉TiVo,也没有忘记将Boxee、罗技(Logitech)、Liberty、西部数据(Western Digital)、美国网件公司(Netgear)、美国无线电公司(RCA)、索尼(Sony)以及Vizio等公司推出的各式各样的产品考虑在内。

    另外一点不同在于,他们没有对销量进行预估。而我做出过预测。

    下面是Frost & Sullivan对苹果电视及其56%的市场份额所做出的评论:“目前为止,苹果占据了大半的市场份额。虽然苹果电视的节目内容相对较少,但目前市场的核心价值并非流媒体电视体验。苹果电视的AirPlay功能设计精巧,能极其方便地将笔记本或平板电脑中的视频传输到电视屏幕上。而AirPlay——注意,并不是所谓的互联网流媒体——正是用户踊跃购买苹果电视的关键原因。Roku排名第二。它拥有丰富的电视节目,而且与时代华纳有线(Time Warner Cable)等付费电视台签署了一系列协议。不过,这一细分市场的发展潜力目前仍无法判断。我们要看到的是,虽然99美元的机顶盒发展迅猛,但它的总装机量非常少。”

    他们补充道,谷歌(Google)“未涉足这个细分市场,这一点十分引人注目”。(财富中文网)

    译者:项航

    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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