Chris Matichuk Program Manager Microsoft Corporation, eHome Gerry Kaufhold Principal Analyst In-Stat, .
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PC-TV Tuner Technology Directions
Chris MatichukProgram ManagerMicrosoft Corporation, eHome
Gerry KaufholdPrincipal AnalystIn-Stat, http://www.in-stat.com
Mainstream TV Tuners Generate New Revenue OpportunitiesConsumers with a TV Tuner
Are 5 times more likely touse Media Center daily*Have 2 times more multimedia content*
* Compared to the average Windows with Media Center PC buyer(Microsoft, U.S. data, July 2006)
Tuner
Consumers Want The Features Enabled By A TV TunerHalf of the U.S. consumers who do
not get a TV tuner with their PC express interest after hearing the feature description
(Microsoft, U.S. data, July 2006)
How Do We Get To Mainstream TV Tuners?
Product – TV Just WorksPC is accepted as a viable TV platformAll free to air broadcast formats supportedDriver quality, reliability, and availability
Price – CommoditySemiconductor integrationLow cost per feature
Promotion – Multimedia PCTVWindows with Media Center proliferationPC OEM advertisingSystem logo
Beyond Mainstream TV Tuners
Mainstream TV tuners will generate increased opportunities
Multiple tunersHardware encodeAdvanced codecs
H.264, VC1
Transcode PlaceshiftingHD-DVD/Blue-Ray burning
Premium contentCable, Satellite
Conditional access descramblingDigital rights management
Semi
Chips and Interfaces Reference DesignsDriver
Maintenance
IHV
SoftwareHardware
IHV
Hardware
ODM
Build and SellTuner
Solution
CM
Build Tuner
PC OEMs
RetailChannel
s
CM
Build Tuner
Semi = Semiconductor ManufacturerODM = Original Development ManufacturerCM = Contract Manufacturer
In-StatMoving PC-TV Tuners into the Mainstream
Gerry KaufholdPrincipal Analysthttp://www.in-stat.com
partner
It’s A Global Ecosystem
HardwareSemiconductors
Reference Designs
PCs with Tuners
Broadcasters offering special services
SoftwareOperating System
Device Drivers
Applications
Maintenance and Updates
PC-TV Market Obstacles
PC-TV only viewed as a hobby, with “some user assembly” requiredCountries rolling out Digital Terrestrial TV (DTT) services with unique featuresNeed for multiple PC-TV Tuners in each PC to support user’s expectationsProgramming guides need to be more automated
PC-TV Tuner Market Growth
People like their PCs, and like to customize their TV Viewing experiencePeople with PC-TV Tuners regularly use more rich media, they are the hot marketPC-TV Tuners are being integrated into smaller footprints, prices coming downThe mobile segment is taking offPlace shifting seems like a natural extension for Broadband PCs
PC-TV Tuner Trends By Region Europe
Largest market, driven by Free-to-Air (FTA) Terrestrial and Satellite TV servicesLaptop and Mobile computing segments showing strong growthEuropeans ride public transportation, giving them time to view rich media on their portable laptops and other devicesDigital Terrestrial TV also driving growth
PC-TV Tuner Trends By Region Asia
Digital Terrestrial still getting its legs-DTT to take off in late 2009Japan rapidly transitioning from NTSC to ISDBChina market exploding for analog tunersSmall living quarters encourage using a PC for the family entertainment centerMobile segment is taking off
PC-TV Tuner Trends By Region North America
U.S. ATSC Digital Terrestrial not popularCable TV MSOs moving slowly with Clear QAM and Digital Cable Ready (DCR)Not much Free-to-Air satellite servicePay-TV services provide PVR STBsSatellite TV may lead the way with Broadband PCs that include tunersIntel Viiv™ and AMD Live promoting Tuners
The ForecastUnits
Regional Shipments of PC-TV Tuners
2007 2008 2009 2010 2011
North America
Europe
Asia
Row
Worldwide (Thousands)
49,700
Source: In-Stat 03/07
The ForecastU.S. Dollars
Regional Value of
PC-TV Tuners
2007 2008 2009 2010 2011
North America
Europe
Asia
Row
Worldwide (U.S.$
Millions)
$3,298.9
Source: In-Stat 03/07
The Future
PC-TV Tuners need to bridge the gap from hobby products to mainstream
Digital Terrestrial TV and Free-to-Air Satellite will be key technologies that need support
Mobile reception adds new opportunities
Country-specific solutions will arise
Combo PC-TV Tuners are comingSupport for multiple video streams
Support for DTT, analog, and broadband
Broadband PCs can support interactivity
Drivers for all this still need to be managed
IPGs And Interactivity
Interactive Program Guides (IPGs) on the PC provide improved search capabilities for upcoming TV shows, and for content stored on the PCIPGs can access up-to-the-minute web Content that enhance users’ experiencesBroadband-connected PCs with PC-TV Tuners can provide interactivity-Imagine pausing a TV show and watching a Honda ad from the InternetHuge opportunities will arise
PCs Are A Natural Nexus
PC-TV Tuners provide access to great TV Content from many sourcesBroadband PCs bring in the Internet
Provide greatly enhanced search for IPGsProvide access to Internet videoPermit sharing of video and social networking
The Future of TV may come from PC-TV Tuners on Broadband PCs
Nexus: n, Tie, Link, Connection
Moving PC-TV Tuners Into The Mainstream
PC-TV Tuner Ecosystem must adopt “in box” drivers to provide the best supportSemiconductor manufacturers need to lead the technology to drive standardization and ramp up volumesPC-TV Tuner products need to be as standardized as printers, DVD ROMs, video cards, and disk drives
Microsoft Vista sets the stage
Windows Update fulfills the promise
In-Stat contacts:Gerry Kaufhold,
Chris Kissel,
http://www.in-stat.com
Gkaufhold @ reedbusiness.com
Ckissel @ reedbusiness.com
Growth Beyond 2010
In-Stat (2007) forecasts 22.3M tuners in 2007 growing to 49.7M in 2010
Is there opportunity for higher growth?Consider that the Total Available Market will reach several hundred million units by 2010/2011
What’s The Tipping Point? *Product and price improvements?
Promotion improvements?
Can we learn from high attach rate geographies?
In 2005 timeframe, the tuner attach rate in Japan was ~90% consumer desktops with tier 1 OEMs
* See “The Tipping Point”, by Malcolm Gladwell, Back Bay Books
A Retail Opportunity To Drive TV Tuner Attach RateMost U.S. consumers are unaware of
TV tuner options at the time of purchaseHalf of the U.S. consumers who did
not get a TV tuner with their system express interest after hearing the feature description
(Microsoft, U.S. data, July 2006)
Promoting PC-TV features in retail will increase TV tuner attach rate and drive
higher multimedia usage
What About Cost And Differentiation?
Integration will result in single chip hybrid tunersWould a sub-$10 BOM for a WW analog/digital, free to air, single chip, low power tuner lead to mass adoption?
Added value differentiators will include transcoding, hardware encode, dual and quad tuners, advanced codecs, premium content, conditional access, and digital rights management
Analog Hybrid Hybrid
ProductTV just worksBroadcast formats
DVB-S2, ATSC-M/H,QAM, DMB, DVB-H
PremiumISDB, Cable, Satellite
CategoriesTranscodingNetworkedMobile
Reliability, distribution
Improved reference driversInbox driversWindows Update
PriceSemiconductor integration More features at the same priceLower cost form factorsAnalog software encodeIntegrated IR
MotherboardTuner
Where Are The Opportunities?Promotion
Point of sale consumer education, flashy TV demo’sPromote aftermarket tuner upgradesTV tuner as a standard feature on multimedia systemsTuner logoSystem logo
Call To Action
Drive PC-TV tuner adoptionShip PC-TV as standard with every multimedia PC
Actively market PC-TV features in retail outlets
Invest in new TV Tuner formats and categories that will continue to expand the business
Continue to improve the end user experience by ensuring the most reliable drivers are available
Promote tuners supported by Inbox Drivers
Require the most recent approved/tested driver on Windows Update
Additional ReferencesMicrosoft
Contact: Chris Matichukhttp://www.microsoft.com/whdc/device/stream/AVstream.mspxhttp://winqual.microsoft.com/HCL/ProductList.aspx?cid=111 http://www.microsoft.com/windowsxp/mediacenter/partners http://www.microsoft.com/windowsxp/expertzone/communities/mediacenter.mspx
In-StatContacts:
Gerry KaufholdChris Kissel
http://www.in-stat.comhttp://www.in-stat.com/catalog/mmcatalogue.asp?id=212 (content)http://www.in-stat.com/catalog/mmcatalogue.asp?id=162 (equipment)http://www.instat.com/descriptions/semiconductor.asp (research)
wintvdev @ microsoft.com
Gkaufhold @ reedbusiness.com
Ckissel @ reedbusiness.com
© 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after
the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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