Recently, Shaanxi Mobile conducted a centralized procurement for its 'Smart Box', an upgraded version of the IPTV intelligent set-top box. According to official descriptions, this device combines a computing terminal (cloud computer card), voice remote control, and a dual-mode camera, aiming to transform TV screens into interactive and bidirectional platforms to draw people back to their living rooms.
However, whether this advanced offering can truly entice modern users, who are accustomed to smartphones, remains uncertain. The Smart Box boasts five main features: Cloud HD, Cloud Fitness, Cloud Office, Cloud Health, and Cloud Calls. Yet, upon closer examination, each function faces challenges in appealing to consumers.
The Cloud HD feature aggregates content from popular platforms like iQIYI, Youku, Tencent Video, and Mango TV, offering over 750,000 hours of video resources. However, users must still purchase separate VIP memberships to access premium content, which doesn't provide a significant advantage over existing services. The Cloud Office function utilizes the box's computing terminal to turn the TV into a large-screen computer, but this feature fails to address the reality that those who need to use a computer regularly would still require a physical device. As for Cloud Fitness, Cloud Health, and Cloud Calls, while they offer dedicated interfaces and tutorials, they essentially rely on screen mirroring technology from smartphones, which isn't a compelling new selling point.
Additionally, the Smart Box comes with a monthly rental fee of 25 yuan and requires a contract period of at least three years. When I surveyed people around me, I found that most users still perceive TVs primarily as devices for watching movies and shows. Functions like Cloud Fitness, Cloud Health, and video calls on the TV were largely overlooked. Many users prefer the convenience of their smartphones and are reluctant to switch to the TV for these activities.
Moreover, the current TV market already has smart TVs with built-in OTT functions, allowing users to access various internet services and applications directly without needing an additional set-top box. For instance, my Xiaomi smart TV, which uses Mobile Broadband, doesn't require the use of a Mobile set-top box. It offers plenty of free video resources, and if I want to watch VIP content, I can simply purchase a Mi Home membership. Younger generations like the 00s and 90s have also shared numerous free methods to access VIP content, such as movie warehouse apps, Tmall Magic Boxes, and screen mirroring technologies. Although these solutions rely on the internet rather than a dedicated network, which may not guarantee bandwidth and quality.
In summary, every function of the Smart Box currently has existing alternatives that are either free or low-cost. Therefore, it seems challenging for Mobile to bring modern users back to their TV screens through the Smart Box.