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According to a recent report from John Buffone, Director, Devices, NPD Connected Intelligence - It’s become rather clear that viewers really just want broadband content on their TV and casual gaming as well as other apps are not really getting pickup on the new smart TVs.
The challenge may be that too much choice is creating a complex user experience. There are six or more types of devices bringing the Internet to HDTVs: the TV itself, video game consoles, Blu-ray Disc players, streaming media set top boxes, TiVo, and a few audio/video receivers. While 15 percent of HDTV displays are connected directly to the Internet, that number increases to 29 percent of HDTVs screens due to these other devices. This is driving the availability of around two connected eco-systems on the same TV screen, leading to a confused user-experience as consumers have more than one way of accessing their favorite TV apps.
An added wrinkle comes from the nascent trend towards “content throwing,” allowing programming to be transferred from the smartphone or tablet to the big screen. This is yet another challenge to the uniqueness of any one TV OEM’s device offering, especially as the throwing technology may also be driven by peripheral devices such as the Xbox. Indeed, the whole peripheral option, combined with emerging technology on specific OEM devices can lead to a host of complexities for consumers. Taking the “throwing,” screen-sharing concept as an example, there are multiple options emerging in the market, such as the Xbox SmartGlass, Samsung AllShare, Apple AirPlay, and many other DLNA variants.
He also notes that Xbox SmartGlass, Samsung AllShare, Apple AirPlay, and many other DLNA variants that allow for content 'throwing' from mobile devices and other network connected hardware is surely going to impact the entire ecosystem at some point.
Thrown in companies tapping hard into DLNA such as Zapstreak opening up the technology for third party developers and Twonky pushing hard on all platforms - and we have a recipe for rapid change in how content is found, watched and shared. Goodbye EPG?