In July 2017, Ove Cloud Network released a survey highlighting the tough situation faced by the smart TV industry—experiencing a "double down" in both shipment volumes and profit margins. The future direction of the sector remained unclear, and companies were under immense operational pressure. Finding a new growth path became an urgent challenge.
At this critical moment, Cool, a leading player in the smart TV industry, introduced its latest operating system—Cool OS 6.0. Through its innovative "Cool Open" model, which integrates content, system, and capital, the company created a second "backyard" for the continued development of the smart TV market.
Several factors have become major obstacles in the industry's growth. Despite the rapid adoption of smart TVs, many challenges remain. On the demand side, the real estate and investment markets have dampened consumer interest in buying new smart TVs. Meanwhile, younger generations are increasingly turning to mobile phones and tablets, making them less inclined to use large-screen TVs, slowing down the upgrade cycle. In the competition for market share, some brands resorted to aggressive price cuts, which eroded profit margins and negatively impacted the overall industry.
Additionally, the hardware development of smart TVs has reached a plateau. As the Apple TV director outlined, the evolution of TV technology has progressed from black and white to color, and from SD to HD and 4K. With LCD-to-LED and OLED already in place, there are no more groundbreaking innovations on the horizon, which limits consumer interest in new products.
Experts emphasize that the smart TV industry must find new ways to overcome these challenges. It needs to explore practical applications and develop solutions tailored to real-world user needs.
To tap into the full potential of the smart screen, it’s essential to focus on software and system improvements rather than relying solely on hardware. Cool recognized this early and launched a comprehensive content strategy based on its open system. By collaborating with content partners, Coocaa built multiple sections for users, including entertainment, sports, education, music, and shopping. Leveraging big data and AI, the system captures user profiles and delivers personalized content, enabling precise, individualized recommendations.
The Cool Open system also includes features like waterfall content display, AI voice control, screen casting, and social interaction, significantly improving user engagement. Users now enjoy a smart TV experience similar to using a smartphone.
As the smart TV market expands, these devices are becoming the central hub of the living room. For content providers, the big screen is an essential distribution platform. For advertisers, it's a powerful medium. At this crucial time, Cool's open system entered the smart screen market, positioning itself as a key player. Investors have also taken notice, with companies like iQiyi and Tencent investing heavily in the space.
With the Cool Open system unlocking new value sources, Coocaa has managed to achieve strong performance growth despite the challenging industry environment.
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