消费电子厂商的三大市场机会

    我们最近发布了关于19种设备的全球消费电子使用调查，在研究了大量的数据分析结果之后，埃森哲（Accenture）提出一个简单问题：基于这些调查结果，在销售消费电子产品和服务方面，哪三个市场机会潜力最大？结果包括：个人电脑、平板电脑及智能手机的电视应用；商机蓬勃的新兴国家消费市场；年轻一代的消费电子产品购买行为。

市场机会之一：个人电脑、平板电脑和智能手机的电视应用

    埃森哲调查了全球超过1万名消费者，发现争夺观众眼球和时间的战争趋于白热化。拥有电视的人数正节节上升，然而这一利好对家用电视的影响并不明确。比如，在中国、法国、印度、日本和美国，典型的一周时间内，消费者在电视屏幕上观看广播和有线电视节目、电影或视频的比率从2009年的71%跌至2011年的48%。原因就是消费者开始在个人电脑、平板电脑和智能手机上观看节目。这一趋势也体现在消费者的电视购买计划中。在接下来的12个月中，有意购买电视的受访者比率从2010年的35%下跌至今年的32%。

    根据我们的研究，多数（56%）受访者正在改变其消费选择和消费习惯。最常被提及的改变与娱乐相关，32%的受访者指出，他们已经停止或接近停止租借或购买DVD。

    考虑到这一情况，消费电子厂商应该探索与其它公司合作的机会，积极参与信息应用（如新闻、体育、天气）、人际网络应用（社交/职场网络）以及娱乐应用（如音乐、单/多人游戏及视频）这些市场。埃森哲的消费电子调查发现以上应用最被广泛使用，并将在未来几年保持其优势。

    消费电子市场不再是仅仅制造产品并销售，而是要在一个更广泛和整合化的生态系统中竞争。消费电子公司受到一种名为“超级积木”（super¬stacks）的新商业模式的剧烈冲击。埃森哲将“超级积木”定义为一种超出行业传统的更为广泛和紧密的软件、硬件及服务的整合，包括操作系统、半导体芯片、设备、应用程序和终端用户服务。超级积木的主要推动力量将会是移动市场，特别是智能手机领域，某些基于超级积木的手机产品已经上市。

    After studying a multitude of different data findings from our recently released global consumer electronics usage survey of 19 consumer electronic devices, Accenture asked a simple question: If we had to identify three of the most promising market opportunities for selling consumer electronics products and services based on these findings, what would they be? Three rose to the top of the list: TV applications for PCs, tablets and smart¬phones; the fertile consumer markets in emerging countries; and the consumer electronics buying behavior of the younger generation.

Market Opportunity Number One: TV Applications for PCs, Tablets and Smartphones

    Accenture's survey of more than 10,000 global consumers found that the battle for consumers' eyeballs and time is intensifying among TV viewers. Viewership continues to rise, however the impact on the TV screen in the home is shifting. For example, in China, France, India, Japan and the United States the percentage of consumers watching broadcast or cable TV shows, movies or videos on a TV screen in a typical week plummeted from 71 percent in 2009 to 48 percent in 2011 as consumers moved some of their viewership to PCs, tablets and smartphones. These trends are reflected in consumers' TV purchase plans. During the next 12 months, the percentage of survey respondents intending to buy a TV fell to 32 percent this year, down from 35 percent in 2010.

    According to our research, a majority (56 percent) of respondents are changing the choices they make and how they behave. The most frequently cited change relates to entertainment, with 32 percent indicating they had stopped or almost stopped renting or buying DVDs.

    Given this situation, consumer electronics companies should explore more opportunities with other companies participating in the information application market (for news, sports, weather); networking applications (social/professional networks); and entertainment applications (such as music, single or group games and videos). Accenture's consumer electronics survey found these to be the most widely used applications that will continue to be for the next few years.

    The consumer electronics market is no longer about just manufacturing a product and selling it. It's more about competing in a more extensive and integrated ecosystem. Consumer electronics companies are being heavily impacted by a new business model called "super¬stacks." Accenture defines a superstack as a more extensive and cohesive integration of operating systems, semi¬conductor chips, devices, applications and end-user services than the industry has traditionally achieved. The primary driver of superstacks will be the mobility market, particularly in the smartphone arena where superstack-based products have already been made commercially available.