The Smart Home Industry Alliance was established, a new bottle of old wine or innovation?

In Beijing, China Telecom has established a smart home industry alliance with TV manufacturers, chip manufacturers, terminal manufacturers, channel vendors and application providers, and launched the smart home product “Yue Me”. A few years ago, China Telecom was on the smart home layout. Now it is launching a new brand, making new market actions, is it a new bottle of old wine, or is it a milestone innovation?

China Telecom has taken the lead in the Smart Home Industry Alliance, and its action essence is to promote the "Yue Me" brand and series of products. "Yue Me" includes Yue Me Box, Yue Me Gateway and Yue Me TV, which are set-top boxes, smart gateways and Internet TV. These three types of intelligent hardware products carry China Telecom's ambitions and intentions in the smart family.

Yang Jie, general manager of China Telecom Group, said that “Yue Me” is a new smart home product launched by China Telecom, including audio-visual entertainment, livelihood applications and intelligent gateway applications. In terms of video, “Yue Me” has 100 channels of live TV, 300,000 hours of on-demand, and 150,000 hours of HD; in entertainment, “Yue Me” has 260 games, 20,000 songs, and 3,000 books; in terms of life, “Yue Me” has 10 types of medical health, 20 kinds of people's livelihood services, and 4 payment methods. Then, the "Yue Me" intelligent hardware family, the main "Yue Me" box has 30 models, "Yue Me" gateway has more than 20 models, "Yue Me" TV has more than 20 models.

The Smart Home Industry Alliance was established, a new bottle of old wine or innovation?

From the service content provided to the carrier hardware for implementing the service, China Telecom is actually completed by members of the Smart Home Industry Alliance, so the list of alliances is very strong: Hisense, Changhong, Skyworth, TCL, Haier, Marvell, Huawei, ZTE, Fiberhome Communications , Fall in love, BesTV, Dixon, etc., including the entire industry chain of TV manufacturers, chip manufacturers, terminal manufacturers, channel providers and application providers.

Lu Yang, a researcher at the Institute of Telecommunications Standards of the Ministry of Industry and Information Technology, said that smart homes (smart homes) have actually been developed for many years, but they have not formed a particularly good market application, and the level of user acceptance is still low. In recent years, China Telecom has also carried out various attempts including the exchange of Internet services. The release of “Yueme” products is another important measure for the expansion of Internet services and content. This "Yueme" launch has three advantages. First, the timing, after the wave of smart homes, the concept of smart home has regained a lot of attention. At this time, a series of products are launched, which is the right time; Becoming a partner, "Yue Me" is backed by a series of smart home industry alliances composed of a series of important domestic companies such as home appliance manufacturers, chip manufacturers, communication equipment manufacturers, content manufacturers and channel manufacturers. Third, products, this release is not a single The product, but a series of products and content, in addition to telecommunications released gateways, TVs and boxes, as well as partners' bulbs, stereos, clocks and various services, so that users feel more convenient.

Li Yang, a researcher at the CCID Institute of Electronic Information Industry, also believes that China Telecom is not the first to enter this field, but “Yue Me” is operating through the establishment of a smart home industry alliance, strengthening upstream and downstream synergies, and taking breakthroughs in core products. In the case of China Telecom, it is a new attempt at the business model.

The introduction of XBOX ONE by China Telecom is a big killer. Operators can use the game control platform to add their own content and services.

In fact, China Telecom also noticed these two shortcomings. Yang Jie said that there are 4 sales channels of “Yue Me”, the first one is telecommunications own channels; the second is 3C stores such as Dixintong; the third is home appliance stores such as Hisense and TCL; the fourth is Jingdong, etc. E-commerce. For the doubt that there is no killer application, China Telecom announced the introduction of XBOX ONE, becoming the exclusive partner of the XBOX ONE operator, and the XBOX ONE game console will also fully enter the China Telecom sales channel system.

Gartner senior analyst Zhang Ju said that the introduction of XBOX ONE by China Telecom is a big killer. Consumers are accustomed to free video services, making it difficult to realize, and starting with video content services is not a strong point for operators. But the game is different, the payment model has been formed, operators can also use the game control platform to add their own content and services. On the other hand, for XBOX, although there are good content resources, it is difficult to land in the user's home. Now China Telecom has user resources and broadband resources, which is also a good choice for XBOX.

Although the obstacles are many, the time is ripe.

Operators are now doing this, and the timing is more mature, but the market will take a long time to grow.

The smart home industry has been developing tepidly for many years. Lu Yang believes that the main problem is the lack of adequate service to attract users or low prices. If there is a service that is very painful to the user, the user is willing to spend; if there is new things and new services, the price is not very expensive, the customer is willing to buy and try. However, the previous smart home products did not have these two points, the function is not particularly attractive, and the price is much higher than similar products, so the market acceptance is not high.

The problem on the other hand is the standard. This time, China Telecom established an alliance and also made standards. Shen Shaoai, deputy general manager of the technical department of China Telecom Group Corporation, said that the “Yueme” terminal technical specification involves intelligent gateways, smart set-top boxes and smart TVs. The formulation of technical specifications will effectively manage the different “yue me” produced by various members of the alliance members. "Three major terminals. However, Lu Yang believes that the problem of the development of smart homes is not that there are no standards, but that there are too many standards. Even a manufacturer’s products have several options. Too many standards mean no standards.

In this regard, Li Yang also agreed. He believes that there are many standards for smart families, the United States has DLNA standards, Japan has EchoNet standards, and China has "IGRS", "ejiajia" and "Guanglian" standards, and the standards are incompatible with each other. The earth limits the development of the industry.

However, operators also have the advantage of operators. Lu Yang said that many of today's smart home businesses are very tightly integrated with the network, and operators have a natural advantage in this regard. At the same time, there are products from different manufacturers or alliances using different technologies and standards. Telecom is driven by a unified brand such as “Yue Me”. It should be said that it will have more advantages in terms of publicity and user acceptance. Moreover, compared with the attempts of operators 10 years ago, the time is now more mature. So, overall, the outlook is good, but the market may not be as explosive as a smartphone, and it will take a long time to grow.

"In the short term, the smart home market will not be a big one. There are several forces. For example, there are more than 500 types of smart home products on the market. However, the direction of smart homes is not wrong, and the strategy is no problem." Chrysanthemum said.

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