Roku联手中国厂商挺进智能电视机制造
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伍德说：“人们终归要买电视，我们的目标是让Roku电视走进尽可能多的家庭。”如果这家公司能够充分利用其品牌忠诚度，相信结果会更好。 这一点非常重要，因为那些争夺消费者客厅的科技公司，比如苹果、谷歌、微软等，没有一家在生产电视机。至少目前没有：外界认为苹果正在研发类似的产品，但在争夺新兴行业领域的竞争中，苹果的一贯做法是先隐藏自己的意图，等其它竞争对手搭建好了市场之后，再突然杀出，取得最终的胜利。另外，微软的最新Xbox型号Xbox One在最初便被设计成一款联网设备。Xbox发言人丽莎•古丽在一封电子邮件中说道：“如果你正在玩游戏，不论是看电视、上网、打开一款应用、查看自己的梦幻球队，还是用Skype打电话，都不需要停止玩游戏。”
漫长的电视购买周期终将结束。目前人们购买电视的周期是四到五年，较之前的七到八年已经有所缩短。人们最终会希望购买一台新电视。到那时，他们肯定希望新智能电视能够具备那些使用多年的外部设备的所有功能。 伍德希望Roku先下手为强，在竞争中占据有利地位。从短期来看，Roku电视将为这家公司提供扩大平台的机会；而从长期来看，它或许会成为这家公司的旗舰产品。 伍德说：“我们并不喜欢‘智能电视’这种说法。我们只是希望简化电视的使用体验。”（财富中文网） 译者：刘进龙/汪皓 |
"People are going to buy TVs, and our goal is to get Roku into as many as we can," Wood said. If the company can trade on its brand loyalty, all the better. That's important because none of the technology companies vying for people's attention in the living room -- Apple (APPL), Google (GOOG), Microsoft (MSFT), et al -- manufacture televisions. At least for now: Apple is believed to be working on such a product, but it traditionally acts as a stalking horse to others in the race to new industry segments, waiting until others firmly establish it before pulling ahead for the win. And Microsoft's latest Xbox model, the One, is designed from the ground up to be connected. "If you're playing a game, you don't have to stop to watch TV, surf the web, enjoy an app, check your fantasy team, or take a Skype call," Xbox spokeswoman Lisa Gurry said in an e-mail. The lengthy television buying cycle -- people now buy TVs every four to five years, down from seven or eight -- does have an end, though. People will eventually want to buy a new TV. When that happens, they'll expect that their new smart TV can do everything that their external device has been able to do for years. Wood wants Roku to get in on the ground floor. In the short term, Roku TV is an opportunity to expand the company's platform. In the long term, it may be the company's flagship product. "We don't like the term 'Smart TV,' " Wood said. "We just want to simplify the TV experience." |
