Requiem for Smart TV
Smart TV had all the potential to become the home key device.
If content is the king, TV is the queen and internet is the throne. But on this occasion, everything has ended up in a digital Republic.
1. Traders do not sponsor them
Spain became one of the countries with the highest market penetration of Smartphones because… they almost gave them away for free. Then they started to sponsor them. Why haven’t they copied that strategy for devices with similar costs? A Smart TV fits in perfectly with an internet offer for the home. If Smart TV were financed with a commitment of adherence, or their use were incentivized, penetration would be exponentially accelerated.
2. Poor user experience
Perhaps the problem lies in the operating systems. It is understood that Americans know how to design good software, whereas Asians make good hardware. And the Europeans, good laws to regulate them. And on this occasion, perhaps the market would have been different with a higher implication from Android o iOs. Manufacturers´ S.O are unsatisfactory. Slow experiences, unsuitable apps, little personalization. To have to write your email address and your password with the TV remote control can be a try on your patience. And that has created…
3. Simpler formulas
It is simpler to connect a PC or a mobile phone to the TV than to use a Smart TV. Google Chromecast or Apple TV improve the UX with less hardware expense. Perhaps that is the reason why they haven’t launched into making Smart TVs, because they offer their own solutions? If Smart TV doesn’t have a good S.O , nor dynamizing elements, what happens to the content offer?
4. Poor content offer
The mobile phone market has not found much rentability in programming for Smart TV. If there is no critical mass of users, there are no advertising sales nor subscriptions, there is no payback. It is more effective to program for Smartphones and for the user to connect them to the TV.
So therefore, we have no contents. Well, at least people have a Smart TV, they cannot buy anything more, not so?
5. Half of them do no connect it
1 out of 2 Smart TVs is not connected to Internet. Outside large cities, connection does not offer a positive experience. For many people it is complicated to use. Supply is poor. So, what is left?
A box with Wi-FI. A huge amount of work ahead that forces one to wonder whether it is too late. Technology moves forward at such speed that the user himself innovates his manner to watch TV.
Namely Smartphone, Branded content and social networks have taken the lead in getting hold of a great portion of this market.
What could have been and was not.