In early September, a major development shook the color TV market: China Mobile, the world's largest telecom operator, launched its own brand of televisions. This move marked a bold step into the consumer electronics sector, signaling a shift in the industry landscape.
A few days ago, BOE (BOE) and China Mobile signed a strategic cooperation agreement, focusing on the supply of digital display products and systems to jointly advance the growth of the IPTV and OTT industries. The partnership will see the launch 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 color TV market. With the triple-play strategy—combining broadband, television, and phone services—operators have long held a dominant position. The integration of communications and internet networks has given them a significant edge over traditional broadcasting authorities.
The rise of IPTV has further shifted the balance. According to data from the Ministry of Industry and Information Technology, by the end of June this year, IPTV subscriptions reached 103 million, with nearly 16 million new users added in just six months. This rapid growth represents a significant shift in market share from traditional TV providers to telecom operators.
What does this mean? In a stable population environment, this growth equates to telecom companies capturing 16 million households from the traditional TV network. This half-year increase is comparable to the full-year sales of smart boxes during their peak period in 2014-2015.
Moreover, the surge in IPTV users has surpassed the historical active user base of mainstream smart TV brands. As telecom operators expand their influence, the leadership in the Internet TV space is gradually shifting. The OTTization of telecommunications has reshaped the smart TV industry, with telecoms now playing a central role.
One key factor behind the popularity of IPTV is the "free TV" model, offered through bundled service packages. Supported by the National Broadband Program, both urban and rural areas now enjoy high-speed internet coverage, enabling reliable HDTV services via telecom networks.
At the same time, the rapid growth of data services—especially mobile and internet TV—has blurred the lines between devices. Consumers now seamlessly switch between phones, computers, and TVs, leading to the rise of new TV brands like LeTV and Xiaomi.
Telecom companies have also discovered that IPTV usage doesn't significantly strain bandwidth. With asynchronous video consumption across multiple devices, telecoms can offer free or low-cost IPTV services without heavy infrastructure investment.
This strategy has proven effective. By bundling broadband and mobile services with free IPTV access, telecoms have attracted millions of users. It’s a win-win for both consumers and operators, driving the growth of the IPTV market.
As the smart TV industry evolves, telecoms are moving beyond just content delivery. With the support of hardware partners like BOE, they are entering the TV manufacturing space. This collaboration combines BOE’s display technology with China Mobile’s ecosystem, creating a powerful synergy.
However, the success of this new brand still depends on consumer acceptance. While operators have experience in mobile markets, the TV sector requires a different approach. But with the growing convergence of smart devices and the transparency of technology, the path to consumer trust is becoming clearer.
Additionally, operator-branded TVs offer a cost-effective solution. They are packaged as economical bundles, leveraging existing services like broadband and mobile plans. This not only benefits consumers but also provides operators with a new revenue stream.
In the fixed-line market, China Mobile has lagged behind competitors. Launching TV products could help it differentiate itself and gain a competitive edge. This move could be a strategic attempt to diversify its business and strengthen its market position.
In conclusion, the collaboration between BOE and China Mobile marks a significant shift in the TV industry. While consumer approval remains a challenge, operators are well-equipped to overcome it. This September may go down in history as the moment the traditional TV market began to change forever.
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