Broadband services become the focus of market competition. It is not difficult to see from the US "triple play" market structure. During the "convergence" process, both telecom operators and radio and television service providers are not eager to enter the other party's main business, but in " Fierce competition in the middle zone of "convergence" is the middle zone of "high-speed broadband services". In order to compete for broadband users, both the US telecommunications industry and the cable TV industry are striving to increase network speed. The broadband access provided by the telecommunications industry is exclusive to users and has a wide variety. For example, Verizon, the largest local telephone company and wireless communication company in the United States, can provide users with 768Kbit / s, 3.0Mbit / s, 7.1Mbit / s and 50Mbit / s and other multi-speed downlink speed services, even launched download services up to 100Mbit / s speed. As early as 2008, the number of broadband subscribers of Comcast Corporation, the largest cable TV company in the United States, had already been compared with that of AT & T, the number one ranked company.
In addition, another development trend of broadband service competition is that not only the downlink rate is required to be high, but the uplink rate is also required to be high. Faced with this new situation, telecommunications companies have launched new initiatives, such as Verizon's launch of high-speed Internet services based on FiOS (User Optical Fiber) networks. By using this service, users can connect to the Internet at the same upstream and downstream rates. This "symmetric rate" service has been launched in New York, New Jersey, and Connecticut, and users can upload and download information at a rate of 20 Mbit / s on the Internet.
The development of broadband services and the competition of companies for network speed will inevitably require companies to continuously adopt new digital technologies. Comcast, the largest cable TV company in the United States, led the DOCSIS3.0 (Cable Data Service Interface Specification) channel bonding transmission technology experiment, which provided a good solution for improving the transmission rate. Bundle of 4 channels. With the development of technology, this technology will be possible to further bind more channels, which will be able to provide 1Gbit / s bandwidth. Time Warner Cable (the second largest cable company in the United States), CoxCommunicaTIons (multi-service broadband communications company) and CharterCommunicaTIons (the fourth largest cable company in the United States) and other cable companies have also successfully introduced DOCSIS3.0 technology.
The rapid development of the cross-industry integration capital-driven model "three networks integration" makes the industry competition more and more fierce, but also prompts more and more operators to start "cross-industry cooperation" to use the shortest time and the smallest investment To achieve "three network integration".
On the one hand, cable TV companies have entered the telecommunications market with broadband services. At present, broadband access and voice transmission services have accounted for more than 40% of the total revenue of US cable operators. US cable TV operators are further trying to develop new businesses such as online games and mobile phones. On the other hand, telecommunications companies cut into broadcasting from IPTV (Internet TV). For example, Qwest and RTC (Ringgold Telephone Company) first launched the IPTV service in 2001. Afterwards, many telecom operators successively tried water in 2002 IPTV service. Since 2004, major RBOCs in the United States (regional Bell Telephone Company, a total of seven in the United States) are actively deploying IPTV services based on fiber access.
Comcast (Comcast) is also actively expanding diversified application services, such as the launch of online game Gamechannel, online video service TheFan and other projects. Following the launch of the film and television service TheFan in 2003, Comcast launched the OnlineVideo service Fancast.net in October 2007 to further integrate the content of movies and TV series on the network in order to develop in the direction of content integration. While consolidating its position in the broadband market, the company is currently undertaking a network digital transformation project. It plans to use 1-2 years to take the lead in completing the network digital transformation in the cable TV industry.
In addition, another integration method has emerged in the US information industry—industrial integration in the form of capital operations. Telecommunications companies (including long-distance companies and local companies), cable TV companies, Internet companies, etc., through asset restructuring and mergers and acquisitions, realize the interactive advancement of technology, capital and market. For example, Sprint, which has the advantage of the public sector, acquired Nextel, which has the advantage of the enterprise market, for 35 billion US dollars, and achieved the complementarity of the two businesses. The combined SprintNextel became the new carrier of the communications industry. In another example, Comcast, the largest cable network operator in the United States, acquired AT & T, the largest telegraph company in the United States, for $ 54 billion. The combined company occupies a leading position in the wireless communications and enterprise telecommunications services in the United States. Therefore, it can be said that the future U.S. telecommunications industry will undergo rapid reorganization of capital and mergers and acquisitions.
"Full-service" sales became the core marketing tool. The original concept of "triple play" originated from "Triple Play", which refers to triple-service bundling operation. It is a marketing strategy for operators. The fundamental appeal is "three business" or "full business" operation. Therefore, in the rapid development of "three network integration", full-service "package sales" has naturally become the core marketing method used by American operators. In order to increase the average user income and retain users, they provide a "triple-play" service (Triple-play) bundled service plan, strategically combining three business functions of data, video and voice, and the broadband service front from point to point confrontation, Expand to three-dimensional three-dimensional warfare.
First, Internet TV will change the competitive landscape of American TV services. At present, there are different types of IPTV in the United States. Among them, the website method provides movie and television works to the audience through streaming media technology. Its representatives include AOL, Google, ABC and other emerging technology companies. There is also a telecommunications method that provides services to users through broadband access and set-top boxes. With the powerful vitality injected into Internet TV, the United States has accelerated the pace of triple play integration. The number of Internet TV programs and the number of users are growing rapidly. Watching online video through a set-top box has become a form increasingly accepted by Americans. By the end of the third quarter of 2009, AT & T, the largest US telecommunications company, had 1.8 million Internet TV users. By 2011, it is expected that 9 million home users in the United States will order Internet TV services provided by telecommunications service providers. Internet TV is gradually squeezing out the traditional cable TV industry, turning the traditional broadcast TV model into an open, flexible and customized product.
Secondly, high-definition television is becoming a hotspot in the TV market. At present, nearly one-half of households in the United States have television sets that broadcast high-definition television (HDTV). Now American Satellite Television (DirecTV) has been able to provide its users with 100 high-definition TV channels. Comcast and Time Warner are also able to provide about 100 high-definition TV channels in most service areas. Comcast (Comcast) lost 233,000 basic users in the fourth quarter of 2008, but because of its high-definition TV channel subscribers increased by 247,000, the total profit still achieved gratifying results. High-definition TV channels have become a magic weapon for companies to make money. AT & T added 42 high-definition channels in 2007. In addition, through an information service called U-Bar, users can also view news, weather, traffic conditions and sports scores on the TV. By the end of the third quarter of 2009, the total number of U-verseTV subscribers of AT & T reached 1.8 million.
Finally, the business model is developing towards "voice + video + data + wireless". Cable TV network operators, while bundling more diversified services to broadband Internet access, attach great importance to providing new video services for high-definition digital TV, digital TV and other terminals. Around Triple-play and VOD digital video services, through long-term, Short-term discounts attract DSL users (digital line users who use telephone lines as transmission media) to switch to cable TV networks to achieve the goal of stimulating short-term broadband user growth. Cable companies that transmit signals through cables and optical fibers have used their equipment advantages to enter the telephone and network markets. Telephone companies began to expand network and TV services through facility upgrades and mergers. The difference between the services provided by enterprises that originally belonged to different fields is getting smaller and smaller. The "voice + video + data" integration model is becoming more and more common, and it is developing in the direction of "voice + video + data + wireless".
Actively expand the international technology market Under all-round fierce competition, American companies have taken the lead in the era of triple play. Some American operators are actively expanding the international market, trying to export mature technologies and models. The Zed-3 series products launched by Spirent of the United States have formed several major product series such as IP-PBX voice communication, multimedia scheduling application system and IP terminal, which can provide high-quality VoIP (network telephone) services. It is currently widely used in the Western European market, and has developed relatively fast in South Korea, Southeast Asia, South Asia and other countries and regions. US Discovery (Exploration Channel) has also seized the opportunity of "triple network integration" to research and cooperate with TV stations and network operators in many Asian countries, and will first launch the world's first all-weather 3D TV network in Asia. Provide 3D video on demand.
The Chinese market is the main business development market for US operators. American Vecast Corporation invested in China in 2005 to establish two wholly-owned subsidiaries of China Dentsu (Beijing) Digital Television Development Co., Ltd. (referred to as China Dentsu) and Vecast (Beijing) System Software Development Co., Ltd. . Both companies have their own core technology patents and intellectual property rights, and can provide the market with highly advanced digital TV front-end systems and various user terminal equipment to the market. Since its establishment more than six years ago, Vecast has invested and built a triple play system in many cities in China. By the end of 2009, China Dentsu had provided technical solutions and more than 400,000 terminal equipments to hundreds of customers including China Radio, Television, Telecom, Mobile, Unicom, etc., establishing a strong brand of China Dentsu, as well as "new cable" "Mao" and other well-known registered trademarks.
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