Value-added Features on Smart TVs and Media Devices Make the
Set-top Box Seem Obsolete
Boston, MA - August 05, 2014 – Smart applications and more interaction
with the TV, both with different devices and for better navigation
without a cumbersome TV remote, are priorities for consumers’ next TV
purchase in the UK and US.
A recent study from the Digital Home Observatory (DHO) at Strategy Analytics (www.strategyanalytics.com)
surveying consumers
in the UK and USA, found that functionalities such as being able to
mirror a smartphone’s display, or providing a simplified human-machine
interface (HMI), for example through voice or
gesture control, were highly appealing features. However, such
capabilities come at a cost.
Rather than
snapping up a more expensive smart TV, consumers are now looking to less
costly media solutions such as Google Chromecastor and Roku, to provide
such features.
Taryn Tulay, Senior Analyst and report
author commented, “As traditional TV continues to be threatened by
over-the-top subscription based video-on-demand (OTT SVOD), TV providers
cannot allow smart TVs and media devices to beat them
to the punch by providing the consumer with the value-added features
they want making it easy to cut-the-cord to pay TV for good. Consumers
are going to continue streaming OTT SVOD as it continues to provide a
less expensive source of TV/video content. The
opportunity to offer added features and applications in a set-top-box
(STB) may keep consumers subscribing to pay TV, while at the same time
providing a device they simply cannot live without”.
Diane O’Neill, Director, UXIP added,
“Consumers are finding less and less incentive to continue subscribing
to costly TV packages. It’s time for cable/satellite TV providers to
revamp the set-top box as it’s full of glitches and
is often unresponsive; its design is unappealing and there is a lack of
DVR storage and connected applications/features. While simplicity and
ease of use is provided by most STBs, more and more often consumers are
beginning to see the big box as too basic
and obsolete. Traditional pay TV providers need to give the consumer
value for money.”
About Strategy Analytics
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About Digital Home Observatory
The
Digital Home Observatory forms part of the User Experience Innovation
Practice (UXIP) at Strategy Analytics. Focusing on user behaviors,
motivations and interests within automotive,
wireless devices, connected home and digital media research areas, UXIP
helps clients meet consumer needs, develop usable solutions and deliver
compelling user experiences. Extensive expertise and highly experienced
in large-scale survey work, in-depth interviews,
focus groups and observational sessions, UXIP’s research methodology
allows strategic user-centric analysis on the potential for new
technologies that would otherwise be unavailable. Providing actionable
insight, go-to-market strategies and business recommendations,
UXIP is a leading supplier of consumer knowledge to the technology
industry. Click
here for more information