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eCounsel group

A boutique firm with unparalleled expertise in business and technology. We have good command of industrial ecology and legal practice, and have undertaken highly regarded cases. Because the small business scope, we pay more emphasis on effectiveness and efficiency, and choose clients with deliberation. The managing partner not only has extensive experiences in various legal issues more over than 20 years, but invests and manages several technology companies. In addition, he always checks each case rigorously. Clients’ business objectives are our primary focus. To achieve the same in the most cost-effective fashion trumps all seemingly sophisticated legal discussions.

Amazon's Dominance in OTT

2015 - 11 - 28

We have been through Netflix’s obstacles to success as a streaming sercie. It’s dependencies on Amazon’s IT infrastructures and surging licensing fees are just some of the reasons why we don’t see a promising future for them. Today, let’s take a better look at Amazon

我們在其他文章,評價過Netflix本身的問題。包括在IT基礎建設上仍然仰賴Amazon、高昂的授權費用,都是我們都不看好Netflix未來的原因。今天我們來看一下同樣也做OTT的Amazon。

 

Amazon: Prime Ecosystem Expansion

Summary

Amazon is expected to expand its Prime Video offering to include major TV and movie channels.

This inherently makes the Prime ecosystem more attractive to its estimated 40 million subs.

Remain bullish on Amazon.

只要仔細比較過 Netflix 與 Amazon Prime(要清楚分析,還得佐以 Fire Phone),就會知道在 OTT 這個領域裡,Netflix 不管聲勢多大,都絕對打不過在影片和影集中 metadata 上的功夫下到比海還深的 Amazon;更別忘了,IMDB 也是它的。在 Fire Phone 上看 Prime Video 時,影片進行到哪裡,在背景裡的 metadata 就跟到哪裡;手指一滑,就可以看得到當下出現在螢幕上的演員的所有資料、也可以直接點選收看那位演員的其他作品;除了演員之外,當下的背景配樂是什麼,一樣可以點選整首收聽或全曲購買下載。

雖然上述功能 Amazon 之前只提供在 Fire Phone 上的 Prime Video使用,但我們認為,它在 OTT 上全面啟動的日子已經不遠了。

試想,以這種 metadata 的邏輯,之後,如果 Amazon 在加入了主要的電視頻道、並且還全面在影片中導入 ad-tech,循前段所描述之作法,對自己的商品或服務進行連結、推廣、銷售呢?這樣的廣告,一方面可以做到最低的侵擾性、二方面可以創造極強的CTR,請問 Hastings 是要從哪裡追趕起?Bezos 對於 metadata 在整體服務上所投注的用心程度,早從它賣書時期所整合的 catalogue 內容以及使用者評價,就已經讓我們震驚了。十幾年後,又把這樣的哲學進一步導入 OTT 裡,實在讓人無法不敬畏老貝的宏觀與願力。

全球其他網路公司不論名氣或市值炒到多高,對 metadata 這種屬於事物之本質、並且表面上也沒有太多短期現金價值的戰略思惟,連Amazon 的尾燈都看不到。

我們其實不用研究 Netflix 會怎樣因應這樣的挑戰了,OTT 這局勝負底定,只是大部分的人還沒懂而已。

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