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- Dial Phap de phat trien dich uu uldeo di dong
TRUOC eAY NGUOI TlEU DUNG DA RAT T 6 N KEM 6^ SU DUNG CAC D|CH VU VIDEO Dl B O N G KHI M A CAC D|CH VU NAY BAT 6 6 HON RAT NHlfU SO VOI XEM VIDEO TREN TV HOAC TR^N BANG RONG CO BINH. TUY NHIEN, HIEN NAY CAC NHA KHAI THAC TREN TOAN THf ClOl BANG BAT BAU TICH CUC TRiiN KHAI CUNG CAP VIDEO Dl D O N G VOI GIA CUOC PHAI CHANC HON CHO NGUOI DUNG VA GIAI PHAP MI§N C U O C PHI LA MOT TRONG SO NHUNG BIEN PHAP NHAM KHUYEN KHICH TIEU DUNG
VIDEO TR£N M A N G DI DONG.
Gia cudc uldeo dl ddng cao - Rao can doi udi ogddl tieu duog
Theo diJ lieu cua Ericsson, tren th^ gidi hien co 4,9 ti ngudi sCr dung dien thoai di dong va 7,4 ti ngUdi ket noi di dong. Con theo duf lieu cCia Hiep h6i GMSA thi hon mot nCfa dan so the gidi (3,8 ti ngudi) dang dung dien thoai di dong, nhung so i<et noi di dong gan gap doi so ngUdi dCing (7,3 ti ngudi).
So ngudi id dang dt dong vd so ket noi dl dong tren toan cdu
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cClNGNGHETh(lngtinvaTniytotttAng|S/20IG 4]^
T; Ii ngUdi dOng di dong so vdi ddn so cua 30 quoc gia trong Bdo cdo cOa We are social
Trong so 30 qudc gia dupc t h d n g ke t r o n g Bdo cdo Ky thudt sd nam 2016 eiia edng t y We are social (My), Tay Ban Nha, Singapore vd Nhat Bdn la nhUng nude dUng dau bang x l p hang ve silr d u n g di ddng nhieu nhdt so vdi t d n g dan so, tUPng Ung t l Id lan lupt la 87%, 85% vd 84%; 8 nUdc cd sd ngUdi dung di ddng dudi 67% so vdi t d n g dan sd id Mexico, South Africa, Brazil, Viet Nam, Indonesia, UAE, An D d va Nigeria.
D i l u nay cho thay di d d n g dang nhanh chdng t r d nen t h i l t y l u trong ddi sdng cua hau h i t moi ngUdi.
Cd t h i thay, hidn nay, dien thoai di ddng khdng chi la phuong tien hieu qua de truy cap Internet, nd cdn dang thay ddi ddng k l hdnh vi k i t ndi cua con ngudi. Chung ta sd d u n g dien thoai di d p n g d l ludt web, dpc tin tUe, thanh todn, mua sdm, trd chuyen vdi ban bd qua cdc iing d u n g messenger, xem video, qudn ly tai chfnh qua eae djch vu ngdn hang di d d n g vd cd cae djch vu video di d d n g . . .
Ben eanh d d , vdi su phat t r i l n eCia khoa hpc cdng nghd, thiet bi dau eudi di d d n g n h u smartphone ngdy cdng ho t r p n h i l u t i n h nang hidn dai, chang han n h u stream. Do do, ngUdi dung gid day hoan toan cd t h i xem truyen hinh ngay tren dien thoai d
bat cur noi dau.
Tuy nhien, vdi bat ky loai hinh djch vu nao, van de gia cUdc ludn Id m d i quan tam hdng ddu ddi vdi ngudi diing va d o d d video di ddng khdng phdi la mot ngoai Id khi ma djch vu nay tidu tdn nhi^u d u n g lupng mang hon so vdi eac djch vu khic.
M p t nghien eUu gan day cua hdng Analysys Mason ehi ra, tuy theo mdi qudc gia, nhi/ng nhln chung chi phi de xem 30 phUt video tren didn thoai thdng minh gap tU 16-30 lan so vdi eac djch vu bdng rdng cd d j n h va t r u y i n hinh trS tien. Rd rang, ehdnh lech gia eude qua Idn, vi vay khdng cd gi la ngac nhien khi den nay djch vu nay van chua t h u hiit dupe n h i l u khdch hang. De xem video tren mang di d d n g , khach hang da phdi trS phi cao hon so vdi cdc kenh t r u y i n t h i n g , txii khi cac nha khai thae hoae cdc nhd cung cap ndi dung thuc hien cac sang k i l n d l lam cho gid cudc ph3i chang hon.
Do do, de k h u y i n khich tieu d u n g video di dong, cdc nha mang di d p n g can phdi cd s u t h a y doi khi t r i l n khai cdc gdi djch vu video di dpng trdn mang cua m i n h , n h d d d se giU chan khdch hdng vd thu hiit t h d m t h u d bao m d i .
Mdt so thay doi trong chinh sach tinh cirdc Uldeo dl dong
€>e phat trien cdc djch vu video di ddng, hien c6 2 p h u o n g phap t i n h cudc dang dupc dp dung pho b i l n , d d la mien phi (eude zero) va dU lieu danh ridng kdm theo gdi mien phi.
Cudc zero eho djch vy video di dpng dupc nhieu
42 cONGNGHgTtiOngtinvaTruy«ntMngIS/2016
nha mang lua ehpn, trong do cd nhd mang ndi tiing cila MyT-Mobile.Day la mpt trong nhijrng nhd mang tich cue trong vide xay dung chinh sach nhdm thue day sCf dijng dU lidu di dpng. Ndm 2015, nhd mang ndy da chinh thUe cung cap djch vu video di ddng khdng tinh cudc Binge On cho khdch hang eCia minh. Cu t h i chi vdi gdi cudc dOf lieu di dpng tdi thilu ta 3 GB, cae thud bao cua T-Mobile ed t h i xem npi dung khdng gidi han ciia cdc nha cung cap ndi dung (ddi tdc ma T-Mobile thda thudn) ma khdng phdi trd them phi.
Mdi day, djch vu ndy ddgc md rpng, bao gdm cd YouTube va Google Play Music. Khi ddng ky gdi djch vu Binge On, khdch hang dupe theo doi video ti( cdc kdnh noi tieng nhU Netflix, HBO Now, Hulu, YouTube, Google Play Music va cdc ddi tac khac cua nhd mang nay ma khdng can phdi sii dijng dU lieu di ddng.
Binge On trd thdnh mdt lua ehpn dang tin cdy de thay t h i truyen hinh trd tien va cd djnh truyin thong - ioai djch vu khdng the eung cdp cho thj trUdng rdng Idn. Vide hc^ tac cCing YouTube, T-Mobile dd thuc day dUpc doanh thu, vd trong tUOng lai gan, cd t h i biln didn thoal di ddng thdnh mdt lua ehpn tieu dung video pho bien.
Vide khdng thu them phi cCia khdch hdng khi sO dung djch vu Binge On Id thdng tin vd eung tuydt vdi cho thue bao cCia nhd mang
ndy nhung lai la mpt thdng tin khdng vui eho nhUng ddi thu cOaT-Mobile.Trdn thuc te,kl tii"
khi ra mdt Binge On, T-Mobile da khien cdc ddi thO eanh tranh cung phdi ed nhOng dpng thai phan Ung kjp thdi. Chdng han nhu nhd mang Verizon da bat dau dp dung cUdc zero ddi vdi nIn tdng video di ddng Go90 cho khdch hang trd sau eua minh; trong khi AT&T dUa ra gdi dU lieu di ddng khdng gidi han cho khach hang sii dung truyen htnh trd tiln cCia nha mang.
Cae nha mang khac nhU Swisscom (Thuy SU vd Zain (A-rdp Xd-iit) cung da dp dung phuong phdp mien phi cho djch vu video di ddng. NgUdi tidu dung cd t h i xem npi dung cCia cae nhd eung cdp dupe lua chpn md khdng dnh hudng din chi phi dO tieu di dpng cua hp. Cdc nha cung cap ndi dung ndy cd t h i can phdi thuc hien cdc ydu eau ndo dd; trong trudng hpp ciia Binge On, hp can phdi ddp ifng mdt sd tieu chuan ky thuat lien quan din dp phan gidi video. Ndi each khde, khdch hang cd t h i can phdi thud djch vu de ddm bdo chat lUpng cho djch vu video di ddng mien phi, chdng han nhU trd phu phi rieng ddi vdi dU lieu di ddng hoac dang k) thue bao truyin hinh trd tien.
6 mpt sd qudc gia khde, md hinh thud bao lai Id sU kit hpp giUa gdi dU lieu danh ridng va gdi miln phi. Ching han nhuTrung Qude,"Fay Ban Nha va Thd NhT Ky cung cap thdm eae gdi dUlidu ddnh rieng eho video vd truyen hinh di ddng. NhUng gdi dU lieu nay ludn ed sin cho tdt cd cdc thue bao vdi gia hpp ly, vd thudng chi cd streaming la bj gidi han bdi cdc nen tdng video cCia moi nhd khai thdc; hay d Singapore, khdch hang ddng ky sCTdung trd phi theo thdng eCia nhd mang StarHub sd dupc cung cap streaming video di dpng khdng gidi han.
Ngoai ra, cd mdt sd nhd mang triln khai cdc gdi do lieu di ddng dung lupng rat idn hoae khdng gidi
P4 fi -- , ^A-
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CCHGNGHETIi0ngtinvdTruytetli6ng|S/ZD16 4 3
han eho khach hang t h u d djch vu cd djnh cua h p ma khdng cd gdi djch vu chuydn d u n g ( n h u video), nhung khdch h a n g e d t h i sCfdungcd video di d d n g . Vi d u , AT&T (My) cd ke hoaeh dU lidu di d d n g khdng gidi han danh rieng eho cac thue bao truyen hinh trd t i l n ciia chinh nha mang nay, vdi m d t ehinh sach sii d u n g d u n g lupng hpp ly la 22 GB; hay nhd mang EE (Anh) cung cap t h e m eae gdi dU lieu di dpng dung lupng 10 GB hoac 20 GB cho eae khach hang cCia minh khi dang ky t h u d bao bang rdng cd djnh.
Cd t h i thay, gia cudc "zero" ciia T- Mobile Id m d t trong n h i l u p h u o n g phap t i n h eude ma eae nha mang ed t h i sU d u n g de loai bd m d t phan hoac hoan todn p h i tieu d u n g video tren mang di ddng.
Tren t h e gidi, eae nha mang khde dd tUng dUa ra nhUng gidi phap thay t h i de k h u y i n khich sis dung video va k i l m doanh t h u t i i vide tieu dung video, nhung eho den nay ehua cd gidi phdp "ly tUdng"
nao dupc dp d u n g rpng rdi. Tuy nhien, eho du cac phUPng phap cCia mdi nhd khai thdc la khac nhau, nhung hp deu cung t i l n t d i muc tieu chung la cung cap video di dpng gia ed phdi chdng hon cho ngudi tieu d u n g .
Ua bai loan ouan lu cua mdi quoc gia
Co n h i l u quan d i l m khae nhau ddi vdi phuong
phdp t i n h gia eude ciia nha khai thSc ddi vdi video di d d n g . DUng d goc d6 ngUdi tidu d u n g , t h i cdc phuong phSp tren d e u ed Ipi cho hp.Tuy nhidn 6 phia cdc nhd q u a n ly, nhUng phuong phdp t i n h cUdc nay duoc cho la chdng lai t i n h canh t r a n h hoac vi pham nguyen tde Net neutrality - t i n h Trung ldp cho mang t n t e r n e t M i n h chUng cu the la Uy ban T r u y i n t h d n g lien bang My (FCC- Federal Communications Commission) da rat quan t a m d d i vdi Binge On cua T-Mobile vd cac djch vu tUPng tukhac eiia AT&T vd Comcast. Theo dd, nhuing nhd mang nay dUpc ddnh gta, xem x^t lidu ed Ong h o m d t sd nhd cung cap noi d u n g h o n so vdi nhUng ngUdi khae hay khdng, vi d d la vi pham Ludt quan binh Internet. Mac d u vay, hien, FCC (My) da eho phep cdc nha mang dp d u n g chinh sdch mien p h i theo cac dieu kien nhdt djnh, n h u n g t h e o ddi chat che nhiing t r i l n khai nay. Trong khi m p t v i d u khac la Canada, Co quan qudn ly ciia nude nay van ehUa cho phep eae nha mang eung cap video di dpng m i l n phi.
Kdt luan
Be day manh t i Id t a n g t r u d n g sU d u n g diJ lieu di ddng, sap t d i se cd ngay eang nhieu nhd khai thac c h u y i n sang eung cap video di ddng. Vi vdy, cac p h u o n g phap t i n h cudc video di dpng dang nhan dupe su quan t d m ciia nhieu nha mang. Tuy nhidn, cae nha mang can phdi can bang giUa nhu cau cila ngudi tidu d u n g va cae ydu cau quy djnh tai cdc thi trudng d l t i m ra p h u o n g phap t i n h cUde toi Uunhelt c d t h l . ®
m Hiu tham khdo 1. http-//sohoa.vnexpress.net/
2. We are social. Digital Digital in 2016.
3. Analysys Mason, T-Mobile's Binge On Illustrates one ofmani approaches that operators are taking to mobile video pricing, ApHI 2016.
4 4 CONG NGH| Tli6ng tin vd Truydn thdng 15/2016
