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Smart TV: Not Dead Yet!

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I'm Not Dead Yet!

There’s a post on Wired entitled “Smart-TV Space May Never Take Off as Predicted” in which the author quotes a comment from ViewSonic:

“’Smart TV’ has not achieved the consumer acceptance or market expectation… that was forecasted over the last couple years. In addition, consumer spending for Smart TV’s in general has experienced a significant slow down as the economy has slowed. Our current strategy is to stay involved with the various technology developments and consider them in the future as they become available.”

Now with all due respect to ViewSonic, the last time I checked they didn’t rank in the top 5 TV manufacturers, and based on looking at prior years reports, my hunch is they represent somewhere between 0-3% of TVs sold (they do well in monitors, not as much in TVs).  So when they predict Smart TV to have a problem, perhaps they aren’t the voice we should be using, as compared to companies such as Samsung, who has over 2 million Smart TVs in homes already.

Q2’11 Worldwide Flat Panel TV Brand Rankings by Revenue Share

Source: DisplaySearch Quarterly Advanced Global TV Shipment and Forecast Report

As Michael Wolf, of GigaOM, tweeted: “Folks, Viewsonic is not the bellweather company by which to judge success of embryonic sector on #smarttv.” Now that said, I completely agree with James McQuivey (Forrester analyst who is hitting Smart TV issues squarely on the head):

“What’s happening in the connected TV space is it’s not really about what consumers want, it’s about what manufacturers are making,” Forrester principal analyst James McQuivey says. “Simply having a connected TV doesn’t mean you’ll actually use it.”

According to all the analysts and manufacturers I’ve spoken with personally, and that’s virtually all of them, the industry is pretty well agreed that somewhere between 1/4 to 1/3 of all Smart TVs actually get connected.  Further, the vast majority of them are just using them for Netflix, and just about everything else is getting pretty well ignored (stats show the #1 Smart TV app is Netflix, #2 is YouTube, and #3 is “other”).

The Wired author goes on to cite failures of the Google TV Revue box as more evidence to why the market is stuttering.  The truth is, the Revue box is failing because it’s a lousy product with a poor customer value proposition, and Kevin Bacon commercials aren’t enough to pull the wool over it.  But this would be like saying there’s no SmartPhone market because the BlackBerry Storm wasn’t so hot.

BlackBerry Angry Birds

Wait a sec, that's not a touch screen!

Last January I wrote a piece for Mashable called “5 Reasons Connected TV Could Flop in 2011” and in my opinion, all 5 of those problems are happening.  And I don’t see anybody really emerging out of the pack to do it any better – yet.  In fact, I’d wager we’re going to go a full calendar year from now before seeing signs of change.  And here’s why:

The TV UI (aka “ten foot user interface” aka “lean back UI” aka “onscreen display”) is simply unable to scale to meet the demands of convergence.  I’ll write more on this topic in the next couple of weeks, but mark my words: we have utterly reached the apex of functionality of all forms of TV-based user interfaces/experiences.

I believe TiVo pushed the concept to the breaking point with their original UX back in 1999, and I’ve seen nothing push it further since.  Yes, there are some prettier looking things out there, with beautiful icons/etc, but from a UX standpoint, we’re well past the zenith of what you can do with a remote.  And no, I don’t believe gestures are going to cut it either, and I’ll go into depth on that topic in an upcoming post as well.

I'd change the channel, but honestly my arms are just too tired.

The last point on Smart TV I have is this – the biggest “thing” that’s going to slow down all forms of growth is replacement cycle consideration.  If you buy a device once every 7-8 years, yet know intrinsically that the technology inside that device will be outdated long before that, you are less likely to buy it.  The only way manufacturers can solve this problem, as far as I can see it, is through a modular component that will enable future-proofing of the set.  Hm, yup, time for a blog post on that.

So is the Smart TV world fragmented? Yes. Confounded? Yes. Faced with turbulence? Yes.  Full of shoddy products that are causing backlash and poor word of mouth due to radically complicated living room experiences when all we want to do is kick back, turn on Bear Grylls, and have a beer? Absolutely. Dying? Nope, not even a tiny bit.

Does TiVo make Products or Patents?

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For all intents and purposes, TiVo “invented” the DVR. Actually, they didn’t, but it’s a fair statement that they first successfully commercialized it and brought the concept to the massess.  Further, they did it with competition (ReplayTV), which is often the exact thing that stalls new consumer technology adoption.  The company’s product was loved by those who used it (I had the original 14-hour Philips version), and switching from TiVo to another DVR was a painful process for those of us who had to go through it (for whatever reason).  But switch we did, as the company slowly got pushed out of dominance by failing to keep a healthy relationship with DirecTV (and Philips, Sharp, and others), and all other cable/sat co’s offered their own (mediocre at best) versions of the DVR.  And when a consumer is given the choice of an effectively “free” DVR (an additional $5/mo = free in a purchase decision-making process when already spending $50-$100 on a bill) versus buying one with an upfront fee and a monthly tally, it’s a no brainer.

Over the past few years, the company has slowly settled from being the leader in both installed base and most evolved product into a bit of obscurity with the mainstream (other than potentially owning the brand-category, which doesn’t do much good for running a business).  Their Series 3 and other launches in the late ’00s didn’t bring in a new rush of users, and last week’s launch of the Series 4 (aka TiVo Premiere) is at best a late entry in a crowded market, and at worst a product that massively missed the mark with modern day expectations. On the date of the launch, the company’s stock moved a little bit upwards.  Not too shabby, but also not too interesting.

The next day, however, proved much more interesting, with a 61% increase in value:

What happened? In a nutshell, federal courts found TiVo’s patents held up against a Echostar/DISH claim.

I’m not a lawyer, nor do I generally support the present-day patent system, but that’s not really the point here. What is more relevant is that TiVo appears to have drifted from being a pioneer in the digital home to being a patent player. Instead of betting on the strength of their product team, innovation, and marketing, they are now betting on their lawyers.  And I think that’s a sad state of affairs.

The digital home is a noisy, confusing place, fraught with terrible products. Further, most of the products I’ve seen on the radar or know are shipping soon are also now extremely impressive.  In other words, there’s tons of opportunity today and in the future to build (and monetize) exciting products.

I’d love to see TiVo make a change in direction here.  It’s time for the company to act like a startup again, and show real innovation like they once did.  Truth be told I know the TiVo Premiere is unquestionably a better product than my Comcast DVR (a truly awful product).  But as has been said many times before, and is unbelievably relevant in the convergence space, Good Enough is the biggest enemy of Great products. It’s going to take a heck of a lot more than “slightly better than the last version” for TiVo to regain a leadership position.  The company needs to rebuild it’s team with new innovators who can build on the legacy, and stop investing in “me-too” minor touches, “dongles”, and other things that won’t move the needles. CableCard? Still? Come on.

If companies like Apple, Palm, and so many others can attempt to reinvent themselves, I think TiVo can too.  Please try.