With the Internet TV brand's entry into the market, the new play in the TV market has grown rapidly. Among them, free to become a number of Internet TV brands in the marketing "eye-catching weapon." For now, in the field of Internet smart TV, hardware free has actually become popular. However, today the activity of "Orange 919 television equivalent content is free to send" cools the contents of the free horn, and officially launched a free confrontation with LeTV hardware. Then the question is, what is the difference between hardware free content and free content? What should we choose?
Anatomy of the Free Nature of Hardware/Content: Meeting Marketing Needs, Driving Purchase Pursuit
The Internet industry is widely circulated as saying: "Standing on the air, pigs can fly." However, whether the entrepreneurial team or the Internet giant should care about the issue, it is not how to fly together, but to distinguish the true and false of the so-called "damp." Previously, the fierce "hardware free" hype by the "Cardinal" Zhou Hongxuan finally quietly died down, and even Zhou Hongyi himself admitted: "I used to pretend that hardware should be free, smart hardware by many people to flicker , including myself!"
However, LeTV's hardware is free of charge, and LeTV’s “buy member sending hardware†is constantly increasing the market share of its products. LeTV's free Internet smart TV hardware actually consumes the consumer's expenses on the content to highlight the free hardware.
The contents of Cool Open's advocacy are free of charge. TV hardware is used as a carrier, and content such as movies, games, and life personalized applications are carried in free form. In the “Orange 919†event in which “TV-equivalent content is free of charge†is held, whether it is the complete opening of video and television content, computers, mobile three-terminal VIP, or the free distribution of content equivalent to the TV hardware, it is all content. Free concentrated expression.
In the final analysis, the essence of free hardware/content is to meet the needs of marketing, and thus drive the consumer's desire to buy. Of course, in this process, consumers can benefit regardless of the size of the privilege. However, once the Internet TV brands have raided the crater in free form, it is possible that they have emptied consumers and need consumers to carefully distinguish the so-called free marketing activities.
Hardware/free content has small differences or determines the ultimate winner
Although the two are the same from the perspective of hardware free and content free, but in the specific operation process, there are minor differences due to different free standing points. And these small differences may even determine which free form is the ultimate winner.
Take Cool Open as an example, it insists on content free strategy. But it is not just simply to make a fuss about the content. The starting point is that there are various hardware products that Cooca has established in the Internet smart TV benchmarks, such as the A-series 2nd generation and U2, which strengthens game performance, to open up the combined TV revolution. Even if only PK hardware, cool open has advantages.
On the free content, Kukai returns and focuses on user needs and values. In the context of the big data era, Kuco is taking advantage of being the largest large-screen operation platform in China and providing users with more than movies and television, including education, health, and tourism. , shopping, games, etc. At the same time, based on the advantages of cool open system big data, open and share with the top partners, strengthen the content of the advantages of quality and personalized services, leading the big screen life into the era of large content. It can be said that Kukai's big content is rich and it can meet the consumer's demand for large-screen content.
Hardware free often means that you have to spend more on content. With music as "0 yuan purchase" point of view, consumers must even purchase 12 years of content, and content prices far exceed the price of TV hardware itself. The cool open free content strategy is one step, consumers only need to buy TV hardware at a lower price, and they can enjoy multiple free content, which is more reasonable.
Free content into the preferred industry development direction tends to be consistent
In the ultimate game of free hardware and free content, the latter won with a small but more practical and favorable difference, becoming the first choice for consumers. The hardware that is becoming more and more obtrusive is becoming more and more free of charge, and it has become less and less adaptable to the needs of consumers. Perhaps it will be abandoned by Internet smart TV brands in a very short period of time.
From the perspective of the overall development direction of the TV industry, content will be favored more freely. It will not only be a major marketing tool and a profit-sharing strategy, but will also allow living room entertainment experience to a new height. Currently, Kukai has opened up new forms of content for free, or will be quickly imitated by other Internet TV brands. By then, consumers will enjoy more discounts, and they will be able to truly produce entertainment in the living room, eventually feeding back to the TV industry, allowing them to achieve faster industrial upgrading and evolution.
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