智能家居：宽带服务提供商的机会

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1、www.ovum.comSmartHome:TheBroadbandServiceProviderOpportunity智能家居：宽带服务提供商的机会MichaelPhilpott,PracticeLeader,ConsumerServicesmichael.philpott@ovum.comTE0003-000801Ovumisnotliableforanyperceivedchangesofmeaningthatmayoccurthroughtranslation,andthatfortheavoidanceofdoub

2、t,theoriginalEnglishversionshouldbereferredtoforanydiscrepanciesOvum不为任何翻译后可能造成的歧义负责，为避免疑义，任何意义分歧皆以英文原版为主。©CopyrightOvum.Allrightsreserved.OvumispartofInformaGroup.Tableofcontents目录Summary摘要Theserviceprovider’soverallstrategy服务提供商的整体战略Thesmarthomeopportunity智能家居

3、市场机会Barrierstothesmarthome进入智能家居市场的障碍LessonsfromOTTplayers从OTT玩家那里学到的经验Telcocasestudies电信运营商案例研究Appendix附录©CopyrightOvum.Allrightsreserved.OvumispartofInformaGroup.2Summary(1)摘要Todatesmarthomesolutionshavefocusedonprofessionalhomesecurityorhomeautomationapplic

4、ationsthatcaterforarelativelylimitedcustomersegment.Ifserviceproviderswishtoappealtothemassmarket,theyneedtodevelopsmarthomesolutionsthatmeettheneedsofthewiderpopulation.智能家居解决方案迄今为止主要集中在迎合相对有限客户群体的专业家庭安防或家庭自动化应用。如果服务提供者希望吸引大众市场，它们需要开发满足更广泛人口需要的智能家居解决方案。Costremain

5、safundamentalbarriertothedevelopmentofthesmarthome.Toreduceupfrontcostsitistemptingforproviderstotryto“dumbdown”high-endsolutionsinthehopethattheyarethenmoreattractivetothewidermarket.However,thistendstoreducethevalueoftheservicewithoutresultinginaproductthatactual

6、lymeetsusers’needs.Serviceprovidersshouldinnovatemorearoundtheneedsofthedifferentsegmentswithinthewidermarketanddevelopspecificsolutionsforeachgroup.成本仍然是智能家居发展的根本障碍。为了减少前期成本，服务提供商可能会试图简化高端解决方案，以期增加其对更广泛市场的吸引力。然而，这往往会降低服务价值，同时也未能向用户提供真正满足他们需求的产品。服务提供商应围绕更广泛市场中的不同细分

7、市场需求进行更多创新，并针对各个细分市场开发特定解决方案。Forthemass-marketconsumer,serviceproviderswillneedtofocusonservicesandapplicationsthatmeetsomeverybasicneeds–savingmoneyonenergybills,forexample.Thisisunlikelytobeascenariothatgeneratesnewrevenues(atleastfromaB2Cpointofview),butitwillp

8、rovideaplatformthathopefullyserviceproviderscanbuildonovertime,andthatmayleadtonewrevenueopportunities.就大众市场消费者来说，服务提供商需要关注满足一些基本需要（比如节省能源费用）的服务和