Apple (Apple) iTV listing rumors painted sound and shadow, so that Smart TV (Smart TV) development topics continue to heat up. Tuoji Industry Research Institute pointed out recently that Apple is accelerating the development of physical TV, and it is expected that iTV will be launched in the fourth quarter of 2013 at the earliest. This news not only makes the future of smart TV more clear, but also allows chip, peripheral components and system suppliers to take a rest and be more confident to invest in the development of smart TV. However, there are still many problems to be solved at the current stage of smart TV, including excessive costs, unclear application models, business models between cable TV multi-system operators (MSO) and TV brand factories have not yet been established, and multimedia video streaming services The quality needs to be improved, and there are not enough TV-specific applications. In order to prevent smart TV from becoming another egg tower fever, supply chain operators are actively innovating software applications and hardware architectures, aiming to increase product use value and attract consumers to pay. Brand / content commerce helps Smart TV turn hard and hard North American video content providers and Japanese and Korean TV brands are working separately to develop new software features and hardware upgrade solutions. In addition to planning to use apps to make mobile devices the second screen of smart TVs to increase product interactivity, Gradually introduce the design of expandable modules to flexibly upgrade hardware performance to meet the "Smart" user experience. Figure 1 Liu Wenshan, deputy director of the Intelligent Netcom System Research Institute of the Capital Policy Committee, believes that smart TVs must increase software functions, controllability and lower selling prices in order to expand the market. Liu Wenshan (Figure 1), deputy director of the Smart Netcom System Research Institute of the Information Policy Committee, said that smart TV is a key product for TV industry-related companies seeking new sources of profit, including chipmakers and brand factories, all investing heavily in R & D funds, and accelerating the traditional drive The trend of TV replacement; however, the actual situation is that users have connected STBs to allow TVs to access the Internet, and they are usually not available. Take Western Europe and the United States, which currently have the highest penetration rate of connected TVs, as examples. 9% and 34% lead to embarrassing positioning of smart TVs with built-in networking capabilities, making it difficult to stimulate sales. According to Liu Wenshan ’s analysis, the functions of smart TV and mobile devices are excessively overlapped, and the initial price is relatively high, so that consumers are looking forward to killer applications before they are willing to pay; therefore, including online content platform providers such as Netflix, Hulu, and UK keyword advertising The company--zeebox has locked in the trend of multi-screen and one cloud, and developed smart TV applications, allowing mobile devices to connect with smart TVs through applications to present more program supplementary information, advertisements, and customized services, while solving human-machine The interface is not easy to operate. At the same time, after the rise of Korean merchants, the Japanese TV brand factory's market share and profitability have been declining. In order to regain the city, it also actively sought to cooperate with data centers, TV stations and content providers for deployment. Smart TV second screen solution. Related companies have planned to use Miracast wireless connection technology to synchronize TV and mobile phone screens for real-time control, or to place advertisements related to broadcast content and online discussion forum information to enhance the interactive functions of their smart TVs. Figure 2 Chen Xuemin, Vice President of Broadcom Broadband Communications Business Group, said that Broadcom has planned a full range of networking chip solutions, which will help realize the ultra-high-speed home network experience. In addition to strengthening software applications, brand manufacturers have considered smart TV upgrades and price reductions, and are also committed to improving the hardware architecture. Among them, Samsung has taken the lead in promoting the modular design of smart TVs, which can update the printed circuit board (PCB) configuration to improve hardware performance. Chen Xuemin, Vice President of Broadcom's Broadband Communications Business Group Technology (Figure 2), said that consumers cannot replace TVs every 1 or 2 years like a mobile phone. Therefore, a modular solution is expected to set off a new trend in smart TV design; At present, more and more brand factories are beginning to study this kind of system architecture, hoping to upgrade products in a more economical way. It is worth noting that the supply chain industry has created a new topic for smart TVs, and has regarded the introduction of 4K & TImes; 2K display functions as the focus of the layout. The top few TV brands, panel suppliers, chip and content companies in the world have all increased their investment. However, the surge in the resolution of 4K & TImes; 2K panels will bring a comprehensive impact, which will lead to the innovation of the TV ecosystem. In particular, the compression performance of the H.264 (AVC) codec will be difficult to meet the needs of 4K & TImes; 2K applications. The next-generation H.265, or HEVC (High Efficiency Video Coding) standard, is rising rapidly. Smart TV grabs 4K & TImes; 2K chip vendors competing for H.265 solution In view of this, heavyweight chip vendors including ST, Qualcomm and Broadcom have stepped up the development of a new generation of video codec standard-H.265 (HEVC) chip solution to improve video codec Effectiveness to solve the challenge that the existing H.264 codec is not capable of 4K × 2K pixel processing. The H.265 standard is expected to be officially finalized in the first half of 2013, and is expected to succeed H.264 in the 4K × 2K development boom. It is reported that H.265 improves the compression ratio to twice H.264 to 400: 1 level through advanced picture prediction mode and precise coding architecture, in addition to shortening video compression time by 50%, reducing system workload and power consumption In addition, it has greatly increased the utilization rate of network bandwidth, helping telecommunications operators and cable TV operators to place more content services under cable bandwidth to create revenue. Figure 3 Chen Xicheng, marketing manager of STMicroelectronics, emphasized that the resolution of 4K × 2K panel will be increased to four times that of FHD, which will promote the experience of using naked-eye 3D function. At this stage, the first-tier chip manufacturers have scrambled to unveil the H.265 codec R & D plan, and the card position is frequently operated. Among them, STMicroelectronics will use 28 nanometers (nm) advanced manufacturing process in 2013 to create H.265 chips, which will be used with its TV system single chip (SoC) to build a complete 4K × 2K TV solution. Chen Xicheng (Figure 3), marketing manager of STMicroelectronics, said that with the increase in 4K × 2K TV shipments, the company also plans to integrate H.265 chips into TV SoCs in 2014, reducing printed circuit board (PCB) And create better cost-effectiveness. Coincidentally, Qualcomm and Broadcom are also rapidly developing H.265 chips. The former has added the H.265 codec function to its latest multi-core mobile processor to improve the efficiency of bandwidth usage; the next step will be to import TV dedicated processors to attack 4K × 2K TV business opportunities. As for the latter, for home gateways (STBs) and digital set-top boxes (STBs) and other applications, plus investment in H.265 video codec technology research and development, the relevant chips are ready to go. Since the production of 4K × 2K content cannot keep up with the development speed of hardware such as panels and codecs, STMicroelectronics will also mass produce frame update rate conversion (FRC) chips suitable for 4K × 2K applications in 2013, making up for cable TV. Or, content providers can only provide 1,80p video in the short term. In addition to the company, chip vendors such as Pixelworks, Qijing Optoelectronics and Novatek are also actively developing FRC solutions to seize the market opportunities. Chen Xicheng analyzed that even if the TV panel is upgraded to 4K × 2K resolution, if the content source is still full high-definition (FHD), it must be processed through the FRC chip to fill up the insufficient pixels in the 1,080p file to fully display 4K. × 2K shows the value of the function. In order to strengthen the communication mechanism between 4K × 2K panel and TV SoC signals, panel makers will also invest heavily in the design of a new generation of timing controllers (T-CON), and interface chip suppliers will turn to multi-series low voltage differential signals (LVDS) , V-by-One HS or eDP (Embedded DisplayPort) and other high-speed video interfaces. Chen Xicheng revealed that STMicroelectronics will launch LVDS / V-by-One HS dual-mode chips for 4K × 2K TVs to help brand customers achieve flexible design solutions. In addition, for 4K × 2K displays, they will focus on developing eDP products. Optimize connectivity with PC. There have been breakthroughs in the design of smart TV hardware and software, especially when equipped with a 4K × 2K screen, which is expected to make consumers look brighter and increase their willingness to buy. However, Liu Wenshan emphasized that smart TVs must take into account both the Smart and TV user experience, to update software and hardware as fast as mobile devices, and not to conflict with the TV ’s 7-10 year life cycle. Therefore, In the short term, consumers are still preferring to use digital set-top boxes and networked video streaming sticks to implement TV networking applications. Demand for telecom operators / MSO's online streaming sticks rises Among them, the networked video streaming bar is compatible with wireless local area network (Wi-Fi) and set-top box functions, and has the advantages of low price, portability, and easy installation, and market demand has exploded in advance. Recently, the product has not only gained a lot in the retail market around the TV, but also quickly entered the supply chain of Japanese and Korean telecommunications companies and cable TV operators. Related chip and system factories are trying to seize business opportunities. Figure 4 Zhou Ricong, Associate Manager of Logic SiP Business Division of Jujing Technology, pointed out that the positioning of networked video streaming rods is similar to that of OTT set-top boxes. Manufacturers must make use of their lightweight features to cut out market segmentation. Ju Rongcong, associate manager of the Logic SiP business division of Jujing Technology (Figure 4), said that both SoftBank and Korea Telecom plan to expand the procurement of TV-connected video streaming sticks to help users easily integrate The traditional TV in the home is upgraded to a smart TV, and consumers' access to online audiovisual services is increased, thereby generating more revenue. Among them, the Japanese software bank's products have begun mass production, and it is expected that the contract system or monthly rent will be adopted in 2013 to officially enter the user's family. In fact, the Internet-connected video streaming stick is part of the OTT (Over-the-top) equipment. It features 50-99 US dollars and the price is comparable to the lightness of the size of the ordinary Wi-Fi connection device (Dongle). The retail markets in the US and mainland China where the platform is popular are quite popular. Due to the Japanese and Korean telecommunications and cable TV companies, since 68.4% and 80.3% of domestic households have set up Wi-Fi hotspots respectively, they are optimistic about the development potential of this innovative product and have cooperated with system manufacturers to develop and increase purchases. Zhou Rucong pointed out that currently the global monthly shipment of OTT equipment is about 600,000 to 1 million units. Although the proportion of networked video streaming sticks is still not high, it is under the strength of Japanese and Korean telecommunications and cable TV companies. 2013 is expected to enter the growth period of shipment. Optimistic about market opportunities, chip vendors and system manufacturers in Taiwan, the United States and mainland China are also in full swing to expand product layouts and compete for card positions. Zhou Rucong revealed that Jujing will release a networked video streaming stick in early 2013 to grab the TV peripheral equipment retail market; however, since the company is a SiP solution provider, the main products will still focus on integrating the central processing unit (CPU) ), Wi-Fi, Bluetooth 4.0, two storage flash (NAND Flash) and two DDR3 synchronous dynamic random access memory (SDRAM) 7-in-1 SiP chips, as well as a networked video streaming stick reference design. In 2013, Jujing will also develop an eight-in-one SiP solution with a built-in digital rights management (DRM) chip to meet the strict requirements of telecom operators and cable operators for content security, and further expand the market application of networked video streaming sticks. territory. As smart TVs with networking capabilities begin to gain popularity, it also means that multimedia video traffic will increase dramatically, which will have a huge impact on home network equipment. Enhance video streaming experience High-speed home gateway is popular Chen Xuemin said that after smart TV introduces a large number of network audio and video content and cloud services, operators and home network equipment manufacturers will also face the integration of multiple communication protocols, expand network bandwidth, accelerate video transmission processes, enhance content security management, and upgrade Quality of service (QoS) and other challenges. Therefore, chip vendors have invested heavily in the deployment of a new generation of wired / wireless communication chips, as well as multi-stream video encoding and decoding technologies, to help build ultra-high-speed home gateways. Chen Xuemin emphasized that in 2016, various video transmissions will account for 86% of the global consumer network, and most of them originate from smart networking devices in the home. Therefore, the role of the home gateway will be more important, and it must be effectively connected to the network (Access Network) and home network can provide good network and broadcast signal quality for all smart networking devices in the home. In addition, in response to the development trend of multi-screen and one cloud, home gateways must also provide appropriate codec functions for various audio and video files and resolution specifications to meet the different video streaming needs of PCs, smart phones, tablet devices and TVs. . At this stage, Broadcom is actively developing home gateway solutions that support cable service interface data specifications (DOCSIS 3.0), multimedia coaxial cable (MoCA 2.0), 802.11ac, Ethernet (Ethernet), DLNA, and IEEE 1905.1 Solutions, and continue to improve the multi-platform video transmission and graphics processing capabilities to attack home network deployment opportunities. It is crucial to expand the cooperation of different industries in the smart TV market Although the functional specifications of smart TVs continue to improve, and the continuous innovation of peripheral hardware and software applications helps to heat up product sales, it is still necessary for relevant supply chain players to work together to innovate business models to accelerate market maturity. Chen Xuemin analyzed that smart TVs are still mainly used for display purposes. If platform operators, TV brand manufacturers, content providers and software developers act independently, it will be difficult to bring consumers a different experience from traditional TVs; Only through industry cooperation or alliances can smart TVs make great progress.
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