For the domestic television industry, the start of 2022 is difficult to say smooth, and the recurrence of the epidemic has had a greater impact on both the supply and demand sides. But on the other hand, the TV screen is still the best platform for content presentation with its unshakable viewing advantages, which has also allowed the OTT industry to develop rapidly. QuestMobile's "2021 China Internet Advertising Market Insights" shows that last year, the advertising share of OTT channels surpassed PCs for the first time, which also proves that OTT still has strong marketing value.
Not only domestic, the growth and evolution of the OTT industry in the world in recent years are eye-catching, according to foreign research agencies dacast forecast, by 2027, the global OTT industry scale will exceed 1 trillion US dollars.
However, this does not mean that the OTT industry is an outlet that can take off while lying down, especially now, with the increasingly picky audience, the service scope and business model of OTT are also undergoing a round of innovation.
This also means that the pattern of the OTT industry still has a lot of room for change, new players may still dominate the side overnight, and old players also need to continue to innovate to stabilize their market position. Among the participants in the OTT industry, Kukai Technology is a very eye-catching one.
Game-changing 5G
In the past two years, 5G has begun to enter the commercial stage, and mobile Internet, games, medical and other industries have also benefited extensively, and the same is true for OTT.
Today, 5G networks have been rolled out on a large scale in many first- and second-tier cities, which means that for ordinary users, it means that the network speed is several times faster than in the 4G era. The video industry will naturally be the biggest beneficiary, such as live broadcasting, IHS Markit predicts: "For those industries that value low latency, the effect of 5G is immediate." In addition, for the streaming industry, 5G also means that the platform can provide viewers with 4K or even 8K images, thereby enhancing the audience's willingness to pay.
The more critical role of 5G for OTT is to be able to develop application scenarios other than video playback, and within the home, this impact is reflected in the landing of AR/VR functions and the interconnection between devices. In the vast world outside the home, 5G also allows OTT to more directly empower the public large screens in shopping malls, scenic spots, stations and other places.
Kukai Technology is one of the first OTT service providers to recognize the value of 5G, and has launched related layouts since 2019. Nowadays, Kukai Technology can not only continue to provide users with high-quality, high-definition video content, but also open up the channel of content sharing between large and small screens. As of March 31 this year, the number of terminals covered by the Kukai system in China exceeded 128 million units.
In the outdoor scene, Kukai Technology has also launched public screens and media solutions, including smart city - outdoor publicity screen, smart community - 5G smart light pole, smart community - government screen and so on. As a result, Kukai Technology has also realized the efficient and safe release of information on the public big screen, creating a cross-space and cross-screen boundless content sharing system.
The more devices you cover, the higher the demands on data processing power. Therefore, while constantly introducing new services, Kukai Technology has not forgotten the construction of "infrastructure". Nowadays, Kukai Technology has developed a number of algorithm models, combined with its powerful cloud data real-time processing capabilities and years of data analysis and precipitation experience, so that advertising content can reach consumers in an all-round way on multiple terminals, which greatly improves the marketing efficiency of OTT large screens and taps more marketing potential.
With the further development of 5G technology, the content experience of OTT large-screen users will be further improved, and the barriers between devices will continue to be eliminated, which means that more and more marketing value can be released. It can be said that 5G will be the winner or loser of changing the OTT industry in the future, and the preemptive layout of Kukai Technology in this field is undoubtedly a first opportunity for its future development.
User experience is at the core
OTT big screen wants to attract users, essentially rely on the user experience. What is an experience? In addition to quality content and rich features, the comfort of users when using it is also very important.
Take the well-known foreign platform Netflix as an example, the streaming giant has also launched an OTT streaming service. Whether on the large screen or on the small screen, Netflix's client has a common feature: the interface is refreshing, the guidance is clear, the user can intuitively understand the function of each button, quickly click on the movie they want to watch, and its recommendation algorithm can also accurately show the user the content they may be interested in. Netflix's success, in addition to its massive amount of premium content, is also largely due to its comfortable user experience.
In China, the bloat of mobile apps is already a clichéd complaint of users, and OTT manufacturers have neither capital nor should they repeat the same mistakes.
Obviously, Cool Open Technology also understands this truth. It is obvious to open the cool open system that there are no dazzling buttons and unknown functions in the interface. The content in each content column card is also filtered, taking into account the current hot spots and the viewing habits of users, which can meet the diverse content needs.
Of course, the user experience of OTT large screen is still inseparable from the "basic skills" of conventional film and television content, in addition, the speed of response to new needs of users is also a winning magic weapon. Take Liu Qihong, who recently exploded, he not only drove the popularity of the online fitness industry, but also stimulated a large number of large-screen video use demand.
Long before the "Liu Qihong phenomenon" ran rampant, Kukai Technology had recognized the potential of large-screen video and added a short video partition to the system. Through accurate algorithms, Kukai Technology ensures that users can always see the best quality short videos; through the open screen, Kukai Technology shows consumers a new way to enjoy short video entertainment content.
In addition, Kukai Technology has also carried out a number of offline display activities for AR, somatosensory interaction, games and other functions. This all shows that Kukai Technology's understanding of OTT has long been not limited to "TV" or "video", but as a new carrier that can penetrate the whole scene and further integrate technology into life. Under the guidance of this idea, what Kukai Technology has done is not only to provide quality services, but also to establish resonance with users, and use technology to help people unlock smart lives and enhance happiness.
This "high-dimensional" perspective also means that Cool Open Technology can be more three-dimensional and comprehensively close to consumers, more effectively and more extensively improve information coverage, and subtly implant marketing content in a way that consumers are more acceptable, so as to tap more potential of the OTT big screen.
It can be seen that just as the value of the mobile Internet does not only come from the smartphone hardware, the OTT large-screen industry is also experiencing the process of industry value transfer from hardware to service. Kukai Technology, which has been deeply cultivating the OTT large-screen industry for many years, is constantly using service-oriented thinking to create fresher and more diversified use scenarios for users. At the time of the inflection point of the industry, the practice of Cool Open Technology can also be called a new model for the mining of the value of OTT large screens.