Release date: 2016-01-07
Speaking of Internet medical care, people's first reaction is often popular concepts such as mobile medical, online hospitals, and health big data, but few people associate smart TV with Internet medical care. However, with the increasing popularity of smart TVs and the increasing hardware performance, smart TVs have ushered in the critical point of development and may become the next Internet medical market after smartphones.
Smart TV ushers in a critical point
In the past few years, Internet brands such as LeTV and Xiaomi have entered the field of smart TV. Historic companies such as Hisense, Skyworth, and TCL have also stepped up the introduction of Internet thinking transformation and upgrading. The parties have made various attempts in product definition, application services, and charging models. These attempts indicate that the smart TV industry is undergoing a complete revolution in product concepts and business models:
That is, upgrading from the material carrier that transmits video content to the Internet media and smart home center, from pursuing TV sales and earning hardware profits to pursuing the number of users and earning service profits.
The reason for this change in the smart TV industry is that this product type has already reached the critical point of development:
First, the number of smart TV terminals will reach 100 million. In 2017, the number of smart TV terminals will exceed 220 million. According to data from research institutes such as Aowei Consulting, Grand Research, and Zhongyikang, as of June 2015, the number of smart TV terminals in China (including Smart TVs and smart TV boxes) total more than 120 million units. 
In terms of incremental, TV sales in 2015 are expected to be 44.29 million units, while sales of smart TVs will increase to 40.55 million units based on 26.5 million units last year, accounting for more than 91%. 
According to industry sources, TV sales will stabilize at around 45 million units in the next 2-3 years, and the proportion of smart TVs will further increase. Even if it is conservatively assumed that smart TV sales will remain 40 million units per year in the next two years, by the end of 2017, the number of smart TV terminals will easily exceed 220 million units.
Second, the number of active users of smart TVs is growing rapidly, with more than 4 million mainstream brands. 
Under the impact of the Internet, domestic mainstream smart TV brands are paying more and more attention to user services and operations. The number of active users in the important indicators of measuring user activity has exceeded 4 million. For example, the number of daily active users of Hisense and Skyworth Co., Ltd. reached 4.05 million (Hisense is the data for June 2015, Skyworth is the data for the beginning of November 2015), and the number of daily active users of Huanwang Technology jointly established by TCL and Changhong is more than 5 million (data at the end of August 2015).
Third, in the innovative interaction mode and the application interaction mode of the extended interface, the smart TV gradually gets rid of the single mode of the remote control, and the voice interaction based on the built-in microphone of the remote control is more and more popular, and the far field voice interaction with an effective range of 3-5 meters, Somatosensory cameras that accurately monitor human motion and other "black technologies" (such as the recent Touchjet T55 Touchjet, which achieves "touchscreen" effects through infrared monitoring) are also beginning to be adopted by some brands.
On the expansion interface, USB has become the standard for smart TVs, and WiFi is gradually becoming popular. Bluetooth is also used in some high-end TVs and smart boxes.
It can be seen that the number of smart TV terminals is more than 120 million, and the number of daily active users of mainstream brands exceeds 4 million, indicating that smart TVs already have a solid user base and will continue to grow in the next few years; voice, somatosensory camera, touch The introduction of innovative interactive modes such as WiFi and Bluetooth and the introduction of extended interfaces will lead to a qualitative leap in the interactivity and scalability of smart TVs.
All of this indicates that smart TV is “breaking out†from the narrow positioning of big-screen audio and video players, and upgrades to smart home centers that connect various peripheral hardware and carry rich application services. Under this megatrend, medical health is likely to rise from the current marginal status to the mainstream application of smart TV in the future.
The natural user community of smart TV
In the current smart TV industry, the Internet brand represented by Xiaomi has made young people's entertainment functions the mainstay, and has attracted traditional manufacturers to follow suit. But the outlook may not be as good as it might be:
First, the temptations faced by young people are too many. For example, the general film and television variety, young people will be more inclined to use laptops, tablets or smart phones to watch; if it is a movie blockbuster that focuses on scenes and special effects, going to the cinema is obviously a better choice.
From the perspective of game functions, young people have mobile phones and tablets, and heavy games include personal computers and PS4, XBOX and other hosts. In contrast, smart TV control is not convenient enough, the picture quality is not beautiful enough, it is also difficult to get the favor of young people.
Second, the life scenes of young people are mainly outside and outside, such as studying in the field and spending entertainment outdoors. Smart TV is more suitable for use in family scenes, and has limited meaning for young people.
If you turn your eyes from young people to the elderly, young children, and pregnant women, you will find them a natural user group of smart TVs.
For these three groups, the family is the most important scene in their lives, and TV is the product that spends the most time with them. At the same time, they are also the most vulnerable people in the family who are most plagued by disease problems and have the most demand for medical and health services. If the performance and experience are adequate, smart TV is likely to be the smart terminal of choice for healthcare services in the home scene.
Moreover, with the aging of Chinese society and the liberalization of the two-child policy, the overall scale of the elderly, young children and pregnant women will continue to expand, which lays a solid user foundation for the long-term development of TV medical care.
TV medical status one: hardware has reached the vent
Before smart TV cut into the medical health field, cable TVs across the country have made some attempts: 
Overall, the exploration of cable TV in the field of medical and health has not been successful.
Some people in the industry told the arterial network that the quality of cable TV is higher than that of broadband networks, especially in the case of point-to-point transmission. The cable network can adapt to the surge in online medical treatment visits. However, the shortcoming of cable TV is that its TV business is profitable and lacks sufficient power to develop medical services with unclear prospects. Moreover, traditional set-top boxes have single functions and poor performance, and it is difficult to carry application services other than live TV. In addition, the usage habits of cable TV users are biased towards watching TV, and the acceptance of medical health services is very low.
It is worth noting that Tianwei Video and Huashu Group, as two listed companies, are located in Shenzhen and Zhejiang, where the economy is developed and the market is fully competitive. Their promotion of TV medical treatment may be more effective.
Foreign manufacturers have also tried in TV medical treatment, among which Japanese manufacturers are the most active. The earliest date can be traced back to 1984. The Mitaka City Medical Association and the Japanese Telegraph and Telephone Company cooperated with TV teleconsultation. In recent years, Mitsubishi and Matsushita respectively launched smart TVs that cooperate with monitoring modules to monitor body data. Mitsubishi is further exploring the development club. Personal health management services.
In contrast, American manufacturers seem to be less enthusiastic about TV medical care, but Apple TV implies the potential to develop medical health services.
Apple's tvOS for Apple TV is based on iOS and redesigned according to the living room environment. The hardware is equipped with a 64-bit A8 processor, 2GB RAM, 32GB or 64GB storage space, supports 10/100Mbps Ethernet and WiFi 802.11a/b/g/n/ac, and supports the new Siri Remote/Apple TV Remote. There is also news that the next update to Apple Watch will add Apple TV remote control. From the perspective of system and hardware configuration, Apple TV is able to connect smart medical hardware and carry various medical health applications.
And according to the news, the tvOS App Store under Apple TV will add the Health&Fitness category, and perhaps the medical health application will be available soon.
Similar to the situation abroad, the most eye-catching business of China's smart TVs is focused on video and games, and medical health is receiving much less attention and participants.
Skyworth launched the smart TV with Cloud Health in 2012, but after entering 2014, Skyworth Cloud Health TV faded out of the market. Chengdu Internet of Things Technology Research Institute Co., Ltd. launched a family smart TV medical system in June 2014, which is positioned as a remote online chronic disease management tool, but there is no news since then. The encounter between these two projects reflects to some extent the difficult status of early smart TV development of medical services.
However, domestic manufacturers have not given up on this. Skyworth, Changhong, TCL and other traditional manufacturers and Internet brands such as Xiaomi and LeTV have launched development plans, cooperation plans, application services or hardware products related to smart TV medical:
However, the various manufacturers' plans have not yet fully landed. The smart TV system platform that has been launched in the market and has medical health as its main function is mainly the Tsinghua Tongfang cloud can.
The cloud can is upgraded by Tsinghua Tongfang on the basis of the smart TV box. It can connect with the popular intelligent medical hardware and the rich application service, and meet the needs of entertainment, education, medical, finance, smart home and so on. Smart home ecosystem. 
In terms of medical health, the cloud can has launched a smart star smart watch for the elderly, with functions such as monitoring and calling for help. The next step will be a healthy 7-piece set that includes a blood lipid meter, a blood pressure meter, a fat meter, a weight scale, an ear thermometer, a pedometer, and a wireless receiver.
In addition, the cloud cans will also start an open cooperation mode, and in the future, it will cooperate with more hospitals and doctors under the line to focus on solving problems such as general family health management and difficult medical treatment. As a result, the cloud tank initially built a medical health service platform covering data monitoring and processing, multi-platform multi-terminal sharing interaction, remote consultation and offline guidance.
TV medical status 2: The software battle has just begun
In terms of application software, there are currently four major categories of medical comprehensive, health monitoring, information tools, and fitness (downloads are based on Qiper, sofa, ZNDS, Dangbei 4 application market statistics, not included in TV manufacturers pre-installed software):
Medical comprehensive class (8): 
Health monitoring class (3): 
Information tools (8): 
Fitness class (5): 
It can be found that the knowledge information of medical, health and health care is the mainstream function of current TV applications. Medical comprehensive, information tools and fitness sports are the main or unique functions. The form of expression is mainly video, supplemented by text. This is in line with the entrenched use of watching videos by TV users, and is a relatively small entry point.
Some applications have opened consultation and consultation functions, such as Chunyu family doctors can connect to the camera through the TV to achieve video consultation. However, since the camera is rarely used by TV users, most of the consultations are still carried out by telephone.
It is worth noting that the three applications of Hehe Health Scale, Yijiakang and Kangle have monitoring the body data by connecting intelligent medical hardware. The Cool Play Gymnasium provides a full range of fitness services by connecting smart fitness equipment, showing that smart TV has become a smart home. The potential of the center.
From the perspective of business models, the TV side, like the mobile side, is still being explored. For example, Chun Yu family doctors and clove doctors essentially make their own output on the PC side and the mobile terminal to make an output on the TV side. In the context that the mobile side has not yet found a profit model, the TV side obviously needs more time to explore.
According to the arterial network, Chunyu family doctors will take the lead in launching a severe vertical full-course blood pressure management service in Beijing, but the charging model has not yet been finalized, and the profit potential still needs to be observed.
Interestingly, e-commerce shopping is the first to show profit prospects in the TV medical field. According to Ma Ronghua, CEO of Health Medical Help, its health mall has achieved profitability this year. However, like the Chunyu family doctors who introduced external partners to carry out the mall business, the two companies do not intend to focus on e-commerce.
In the eyes of many industry professionals, in order to achieve a better business prospects, TV medical still needs to wait for the maturity of the entire industry including TV manufacturers, Internet medical companies, intelligent hardware manufacturers and users.
Industry barriers: hardware and interaction
Objectively speaking, TV medical care is still at a fairly early stage of development, and there are problems of one kind or another. For example, in terms of user behavior habits, most of the users currently use the most audio-visual game functions, and the application of medical health is not enough. From the perspective of the TV-side application itself, the functions, UI design, and experience are not satisfactory, which hinders the user's import and precipitation.
However, from the logic of industry development, users' behavioral habits for smart TV can be changed by the excellent performance, powerful functions and good experience of hardware and software. The powerful features and good experience of the application software are based on excellent hardware performance.
This is like the rise of the mobile Internet in the past few years. It is to gradually increase the CPU and memory in smart phones, and improve the interactive modes such as touch screen, camera, accelerometer and gyroscope, as well as WiFi, Bluetooth, GPS, etc. Realized.
Therefore, similar to smartphones a few years ago, there are two main problems that are currently in front of smart TVs and hinder the smooth development of medical and health services:
The hardware performance is weak and the openness is not good. In addition to the high-end products of Internet brand TVs such as LeTV and Xiaomi and traditional TV brands, the hardware performance of most smart TVs is still weak, which is far behind the mainstream smartphones. This causes the software to run slowly, and it is difficult to carry functions that require high hardware performance, which also seriously affects the user experience.
In terms of external interfaces, Bluetooth is currently only available on a few high-end TVs, and most smart TVs cannot smoothly connect to smart medical hardware on the market. Although the Bluetooth function can be added to the TV through the USB Bluetooth receiver, the stability and compatibility of this method are still poor from the actual use of the arterial network and the user feedback collected. It can be said that the current smart TV is still a closed system to some extent.
The interaction mode is immature and the user experience is poor. At present, the mainstream interactive mode of smart TV is still a remote control, which has problems such as insensitive control, unsmooth experience, lack of interaction depth, and single function, which limits the functions and experiences of medical health services on the TV side.
Voice interaction has been adopted by many smart TVs, mainly through the integrated microphone of the remote control, but the function is single. At present, there are only basic functions such as program search and information inquiry.
The domestic intelligent voice manufacturers Keda Xunfei, Yunzhisheng, Sibichi, etc. have developed far-field voice interaction solutions for smart TVs, which can realize voice interaction within 3-5 meters, which can effectively improve the interactivity and users of smart TVs. Experience, but currently only a few products such as LeTV Super TV 3 are adopted.
Compared with voice interaction, the interaction mode of somatosensory camera and touch is more marginal on the smart TV. It can only be realized by the user to purchase the accessories, and the manufacturers who launch related accessories are quite few. At present, it is mainly considered that its TV products provide three somatosensory cameras, and Cool Open realizes the large-screen touch interactive function by introducing the American Touchjet (the infrared touch monitors the human body action to achieve the touch effect).
The immaturity of the interaction mode not only makes the user experience difficult to satisfy, but also rejects the function that meets the user's needs. For example, if the microphone and camera are lacking, the TV terminal cannot use the voice and video methods to realize the online consultation and consultation function, so the user can only lose to the smartphone or tablet.
If the above problems can be solved, medical health applications can develop more powerful functions and better experiences. Hardware manufacturers will introduce medical products that better match TV terminals. The acceptance and usage habits of TV users are also available. It will gradually change with it, thus forming an industrial ecological cycle that promotes and stimulates each other.
However, the solution to the above problems requires TV manufacturers to take the lead in upgrading their product ideas, to pour more effort into manufacturing and system development, and to further mature and improve related parts and solutions to reduce costs.
Many industry insiders expect that the popularity of smart TV in terms of hardware performance and interaction will take at least two years.
Three directions of TV medical
Although TV medical will not immediately explode like mobile medical development, it may be a good time to concentrate on the layout before hardware and users mature.
For enterprises that have accumulated a certain brand influence, medical resources and user scale, they can think about how to better export their own advantages to TV users and build a full-scale closed loop of medical health services for users. Emerging companies can think more about how to use smart TV, a family portal that has not yet produced a giant, to build its own unique competitive advantage.
Specifically, TV medical care has three directions worthy of attention:
Health education and medical consultation. The dissemination of medical health knowledge through video is the most easy direction for smart TV. At present, most mainstream video websites focus on film and television, sports, etc., and pay insufficient attention to the medical and health field, which just leaves an opportunity for smart TV. If the medical and health content resources can be fully integrated and operated, its commercial value may not be lost to the hot film and sports.
In terms of consultation and consultation, smart TV can give full play to the advantages of large screens and actively adopt voice and video methods to provide users with an intuitive and convenient large-screen consultation experience.
However, the consultation on the TV side may be more suitable for companies that have a well-established layout in the Internet medical field. Through the TV terminal, users can reach the user more completely and build a closed-loop service system across terminals and processes.
Chronic disease, pregnancy and health management. Chronic disease and health management is one of the important areas of the Internet and medical industry, and the large-screen features and family scenes of smart TV are especially suitable for the elderly and pregnant women. Product development should focus on their usage scenarios and needs characteristics, such as family sharing and emotional communication. Reflected in functional design, it should highlight multi-terminal, cross-platform sharing and multi-screen interaction.
In addition, there is a need to improve the compatibility of smart medical hardware and wearable devices, and integrate with cutting-edge technologies such as big data, cloud computing and artificial intelligence to provide users with a complete, closed-loop health service system.
In business models, chronic diseases, pregnancy and health management are rich in possibilities. Manufacturers who are good at hardware can enhance the performance and compatibility of products, and integrate with the system platform and application software of smart TV to create a smooth and convenient experience. If you are deeply accumulated in a certain professional field, you can treat the elderly and pregnant women. Such as the specific group to provide a vertically integrated complete service plan; for platform-level, eco-type enterprises, their big data, cloud computing advantages and control of important resources in the medical health field, will be able to obtain a new potential for potential exports on smart TV .
Family doctor service. The biggest opportunity for smart TV in the health care field may be in family doctor services.
As the aging of Chinese society continues to accelerate, the public is paying more and more attention to their own health. The government has continuously strengthened the construction of the “Bottom Line†people's livelihood security system, and the restructuring and reconstruction of medical resources and organizational structure under medical reform, all of which indicate The family doctor service in China is welcoming the opportunity to take off.
It is particularly noteworthy that the National Health and Family Planning Commission and the State Administration of Traditional Chinese Medicine recently proposed that by 2020, all localities should strive to achieve a qualified contracted doctor for each family, and each resident has an electronic health record. This means that in the next five years, a series of policies and measures will be introduced from the central to the local to promote the rapid development of the family doctor industry.
In this upcoming industry feast, smart TV will likely play an important role. This is because China has a large geographical area, a large population, and a large proportion of low- and middle-income people. It must seek a solution that is high-quality and efficient, but at the same time affordable, and affordable for the people and the government. Internet thinking and technical means will play an irreplaceable role in this process.
At the same time, as a smart terminal for every ordinary Chinese family, smart TV will have enough strength to become the whole family as the hardware performance becomes more and more powerful, the interaction mode becomes more and more perfect, and the compatibility with intelligent hardware becomes better and better. The preferred home entrance for the doctor's service system.
In the process of the integration of family doctors with the Internet and smart TV, there will be plenty of opportunities for venture capital investment. For example, for consumers, there are opportunities for smart medical hardware, vertically integrated home medical health services, and medical care and old-age services; for enterprises and governments, there are industry solutions, family doctor cloud platforms, medical health big data, Artificial intelligence assisted medical consultation, medical health O2O and other opportunities.
Source: Arterial Network
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