In early September, a major shift shook the color TV market: China Mobile, the world's largest telecom operator, announced it would launch its own brand of television sets. This move marks a bold step into the consumer electronics space and signals the growing influence of telecom operators in the entertainment industry.
A few days ago, BOE (BOE) and China Mobile signed a strategic cooperation agreement, focusing on digital display products and systems to jointly drive the development of IPTV and OTT services. As part of this partnership, they will introduce a range of high-end 4K ultra HD TVs under the “China Mobile†brand—making it the first carrier-owned TV brand in China.
Operators are now emerging as the new powerhouses in the TV market. With the rise of the triple-play strategy, telecom companies have taken a dominant position. The convergence of broadcasting, communications, and the internet has created a landscape where telecoms are no longer just service providers but also content and hardware players.
This shift is driven by the fact that telecom operators have already built extensive broadband networks and have access to massive user bases. As a result, their influence in the TV sector is growing rapidly, especially with the popularity of IPTV. According to data from the Ministry of Industry and Information Technology, the number of IPTV subscribers reached 103 million by the end of June this year—an increase of nearly 16 million in just six months.
This growth represents a significant shift in consumer behavior. Telecom operators are not only capturing households but also reshaping the entire ecosystem. Traditional smart TV brands are facing new competition, and the rise of operator-branded TVs could signal a fundamental change in how people consume media at home.
One key factor behind this trend is the integration of services. Telecom companies are offering bundled packages that include free or low-cost IPTV services along with mobile and broadband subscriptions. This model has proven highly effective, as consumers are increasingly drawn to convenience and cost savings.
Moreover, with the rapid expansion of high-speed broadband, telecoms are able to deliver high-quality HDTV services without overburdening their networks. The asynchronous nature of video consumption across devices ensures that bandwidth remains stable, making it easier for operators to offer premium services at competitive prices.
As the market evolves, the collaboration between BOE and China Mobile highlights a new direction. BOE brings strong hardware expertise, while China Mobile contributes its vast customer base and content ecosystem. Together, they aim to create a new category of TV products that blend technology, service, and affordability.
While challenges remain—especially in gaining consumer trust—the current technological and market environment makes it easier than ever for new players to enter the scene. With smart TVs becoming more similar to smartphones, and information more transparent, the barriers to entry are lower than before.
For China Mobile, entering the TV market is not just about selling hardware—it’s about expanding its presence in the home and creating new revenue streams. It’s also an opportunity to differentiate itself in the fixed-line market, where it has historically lagged behind competitors like China Unicom and China Telecom.
In short, the launch of China Mobile-branded TVs marks a turning point. While consumer acceptance may still be uncertain, the momentum behind this move is undeniable. This September could go down in history as the moment when the traditional TV market began to transform—and when telecom operators truly stepped into the spotlight.
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