{"id":1586,"date":"2013-10-10T11:30:02","date_gmt":"2013-10-10T04:30:02","guid":{"rendered":"http:\/\/news.appota.com\/?p=1586"},"modified":"2021-04-13T17:12:46","modified_gmt":"2021-04-13T10:12:46","slug":"s%e1%ba%a3n-ph%e1%ba%a9m-mi%e1%bb%85n-phi-va-cu%e1%bb%99c-chi%e1%ba%bfn-ott","status":"publish","type":"post","link":"https:\/\/news.appota.com\/vi\/s%e1%ba%a3n-ph%e1%ba%a9m-mi%e1%bb%85n-phi-va-cu%e1%bb%99c-chi%e1%ba%bfn-ott\/","title":{"rendered":"S\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed v\u00e0 cu\u1ed9c chi\u1ebfn OTT"},"content":{"rendered":"

M\u1ed9t trong nh\u1eefng ch\u1ee7 \u0111i\u1ec3m \u201chot\u201d nh\u1ea5t c\u1ee7a v\u0103n h\u00f3a tr\u1ebb hi\u1ec7n nay \u1edf Vi\u1ec7t Nam l\u00e0 s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 OTT (over-the-top) (*) \u0111i k\u00e8m.<\/strong><\/span><\/p>\n

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\u0110\u00e2y c\u00f3 th\u1ec3 n\u00f3i l\u00e0 m\u1ed9t th\u00e0nh qu\u1ea3 l\u1edbn c\u1ee7a c\u00f4ng ngh\u1ec7 m\u00e0 \u0111i\u1ec3m h\u1ea5p d\u1eabn \u0111\u1eb7c bi\u1ec7t c\u1ee7a n\u00f3 l\u00e0 gi\u00fap ng\u01b0\u1eddi d\u00f9ng \u0111\u01b0\u1ee3c h\u01b0\u1edfng c\u00e1c d\u1ecbch v\u1ee5 k\u1ebft n\u1ed1i mi\u1ec5n ph\u00ed (ch\u1ec9 c\u1ea7n c\u00f3 Internet). Trong b\u1ed1i c\u1ea3nh c\u00e1c nh\u00e0 m\u1ea1ng Vi\u1ec7t Nam \u201c\u0111\u1ed3ng thanh t\u01b0\u01a1ng \u1ee9ng\u201d t\u0103ng c\u01b0\u1edbc 3G, kh\u00eda c\u1ea1nh \u201cmi\u1ec5n ph\u00ed\u201d c\u1ee7a n\u00f3 tr\u1edf th\u00e0nh m\u1ed9t \u0111i\u1ec3m nh\u00ecn th\u00fa v\u1ecb.<\/span><\/p>\n

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\"S\u1ea3n<\/span><\/div>\n
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\u0110\u1ed1i v\u1edbi c\u00e1c nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u01b0\u1eddng truy\u1ec1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111i\u1ec7n tho\u1ea1i, \u0111\u00e2y c\u00f3 th\u1ec3 n\u00f3i l\u00e0 m\u1ed9t c\u01a1n \u00e1c m\u1ed9ng. L\u00fd do \u0111\u01a1n gi\u1ea3n l\u00e0 khi ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 nh\u1eafn tin (ch\u1eef, \u00e2m thanh v\u00e0 h\u00ecnh \u1ea3nh) v\u00e0 g\u1ecdi cho nhau mi\u1ec5n ph\u00ed th\u00ec h\u1ecd s\u1ebd kh\u00f4ng c\u1ea7n \u0111\u1ebfn d\u1ecbch v\u1ee5 g\u1eedi tin nh\u1eafn hay \u0111i\u1ec7n \u0111\u00e0m truy\u1ec1n th\u1ed1ng ph\u1ea3i tr\u1ea3 ph\u00ed.<\/p>\n

V\u00ec th\u1ebf, kh\u00f4ng ch\u1ec9 \u1edf Vi\u1ec7t Nam m\u00e0 \u1edf kh\u1eafp n\u01a1i tr\u00ean th\u1ebf gi\u1edbi \u0111ang di\u1ec5n ra m\u1ed9t cu\u1ed9c chi\u1ebfn cam go gi\u1eefa c\u00e1c nh\u00e0 m\u1ea1ng truy\u1ec1n th\u1ed1ng v\u00e0 c\u00e1c c\u00f4ng ty cung c\u1ea5p d\u1ecbch v\u1ee5 OTT.<\/span><\/p>\n

Tr\u00ean quy m\u00f4 to\u00e0n c\u1ea7u, theo \u01b0\u1edbc t\u00ednh c\u1ee7a H\u00e3ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng Ovum, s\u1ef1 gia t\u0103ng c\u1ee7a c\u00e1c \u1ee9ng d\u1ee5ng nh\u1eafn tin mi\u1ec5n ph\u00ed \u0111\u00e3 khi\u1ebfn c\u00e1c nh\u00e0 m\u1ea1ng b\u1ecb thi\u1ec7t h\u1ea1i \u0111\u1ebfn 23 t\u1ec9 USD doanh thu trong n\u0103m 2012, v\u00e0 d\u1ef1 \u0111o\u00e1n con s\u1ed1 n\u00e0y s\u1ebd t\u0103ng l\u00ean 54 t\u1ec9 USD trong n\u0103m 2016.<\/span><\/p>\n

C\u00f2n \u1edf Vi\u1ec7t Nam, m\u1ed9t th\u00f4ng tin g\u00e2y s\u1ed1c \u0111\u01b0\u1ee3c \u00f4ng Nguy\u1ec5n M\u1ea1nh H\u00f9ng, ph\u00f3 t\u1ed5ng gi\u00e1m \u0111\u1ed1c Viettel, ti\u1ebft l\u1ed9, n\u1ebfu 40 tri\u1ec7u thu\u00ea bao di \u0111\u1ed9ng \u0111\u1ec1u d\u00f9ng 3G v\u00e0 Viber th\u00ec doanh thu c\u1ee7a Viettel c\u00f3 th\u1ec3 b\u1ecb gi\u1ea3m 40-50%.<\/span><\/p>\n

L\u1ecbch s\u1eed \u0111\u00e3 thay \u0111\u1ed5i?<\/strong><\/span><\/p>\n

Li\u1ec7u c\u00f3 th\u1ec3 ki\u1ebfm ti\u1ec1n b\u1eb1ng c\u00e1ch t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng t\u1ed1t nh\u1ea5t nh\u00ec th\u1ebf gi\u1edbi, kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng h\u1eb1ng ng\u00e0y, tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu c\u1ee7a cu\u1ed9c s\u1ed1ng v\u00e0… ho\u00e0n to\u00e0n mi\u1ec5n ph\u00ed cho m\u1ecdi ng\u01b0\u1eddi? V\u00e0i ch\u1ee5c n\u0103m tr\u01b0\u1edbc, ai \u0111\u1eb7t ra m\u1ed9t gi\u1ea3 thuy\u1ebft nh\u01b0 v\u1eady s\u1ebd b\u1ecb coi l\u00e0 ng\u01b0\u1eddi hoang t\u01b0\u1edfng.<\/span><\/p>\n

Nh\u01b0ng ng\u00e0y nay kh\u00f3 m\u00e0 th\u1ea5y m\u1ed9t c\u01b0 d\u00e2n trung l\u01b0u \u0111\u00f4 th\u1ecb n\u00e0o tr\u00ean th\u1ebf gi\u1edbi kh\u00f4ng s\u1eed d\u1ee5ng th\u01b0 \u0111i\u1ec7n t\u1eed c\u00e1 nh\u00e2n mi\u1ec5n ph\u00ed nh\u01b0 c\u1ee7a Google,\u00a0Yahoo<\/span><\/a>! hay Hotmail; kh\u00f4ng s\u1eed d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i kh\u00f4ng thu ph\u00ed nh\u01b0 Facebook, Linkedin, Twitter; kh\u00f4ng l\u01b0\u1edbt c\u00e1c trang tin v\u00e0 gi\u1ea3i tr\u00ed mi\u1ec5n ph\u00ed trong n\u01b0\u1edbc v\u00e0 qu\u1ed1c t\u1ebf h\u1eb1ng ng\u00e0y; kh\u00f4ng s\u1eed d\u1ee5ng c\u00e1c ph\u1ea7n m\u1ec1m nh\u1eafn tin v\u00e0 h\u1ed9i tho\u1ea1i mi\u1ec5n ph\u00ed nh\u01b0 Viber, Skype; kh\u00f4ng coi YouTube \u201cch\u00f9a\u201d…<\/span><\/p>\n

C\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y l\u00e0 m\u1ed9t ph\u1ea7n c\u1ed1t l\u00f5i c\u1ee7a cu\u1ed9c s\u1ed1ng hi\u1ec7n \u0111\u1ea1i. V\u00e0 ch\u00fang m\u1eb7c nhi\u00ean l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed, t\u1ee9c l\u00e0 kh\u00e1ch h\u00e0ng lu\u00f4n k\u1ef3 v\u1ecdng ch\u00fang mi\u1ec5n ph\u00ed v\u00e0 kh\u00f4ng bao gi\u1edd ngh\u0129 r\u1eb1ng m\u00ecnh ph\u1ea3i tr\u1ea3 ti\u1ec1n khi s\u1eed d\u1ee5ng. Kh\u00f4ng nh\u1eefng th\u1ebf, c\u00e1c nh\u00e0 cung c\u1ea5p c\u00f2n ph\u1ea3i c\u1ea1nh tranh kh\u1ed1c li\u1ec7t v\u1edbi nhau \u0111\u1ec3 \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng c\u00e1c s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed t\u1ed1t nh\u1ea5t.<\/span><\/p>\n

\u1ede Vi\u1ec7t Nam, g\u1ea7n \u0111\u00e2y c\u0169ng c\u00f3 h\u00e0ng lo\u1ea1t c\u00f4ng ty c\u00f4ng ngh\u1ec7 \u0111i theo h\u01b0\u1edbng n\u00e0y. Ri\u00eang trong l\u0129nh v\u1ef1c OTT – l\u0129nh v\u1ef1c \u0111ang \u0111\u01b0\u1ee3c coi l\u00e0 \u201chot\u201d nh\u1ea5t hi\u1ec7n nay v\u00e0 l\u00e0 \u00e1c m\u1ed9ng c\u1ee7a c\u00e1c c\u00f4ng ty \u0111i\u1ec7n tho\u1ea1i truy\u1ec1n th\u1ed1ng, \u0111\u00e3 xu\u1ea5t hi\u1ec7n nhi\u1ec1u s\u1ea3n ph\u1ea9m nh\u01b0\u00a0Zalo<\/span><\/a>\u00a0(Vi\u1ec7t Nam),\u00a0Line<\/span><\/a>\u00a0(Nh\u1eadt B\u1ea3n), Kakao Talk (H\u00e0n Qu\u1ed1c), b\u00ean c\u1ea1nh Viber \u0111\u00e3 c\u00f3 t\u1eeb kh\u00e1 l\u00e2u…<\/span><\/p>\n

Ph\u1ea3i ch\u0103ng l\u1ecbch s\u1eed \u0111\u00e3 thay \u0111\u1ed5i v\u00e0 con ng\u01b0\u1eddi \u0111ang b\u01b0\u1edbc v\u00e0o k\u1ef7 nguy\u00ean x\u00e0i \u201c\u0111\u1ed3 ch\u00f9a\u201d? \u0110\u01b0\u01a1ng nhi\u00ean kh\u00f4ng ph\u1ea3i v\u1eady. B\u1ea1n s\u1ebd kh\u00f4ng th\u1ec3 mua th\u1eadm ch\u00ed m\u1ed9t c\u00e1i b\u00e1nh m\u00ec v\u1edbi gi\u00e1 b\u1eb1ng kh\u00f4ng, tr\u1eeb khi doanh nghi\u1ec7p (DN) t\u1eb7ng mi\u1ec5n ph\u00ed \u0111\u1ec3 khuy\u1ebfn m\u00e3i. Trong t\u1ea5t c\u1ea3 m\u1eb7t truy\u1ec1n th\u1ed1ng c\u1ee7a cu\u1ed9c s\u1ed1ng, quy lu\u1eadt mu\u00f4n \u0111\u1eddi v\u1eabn th\u1ebf: mu\u1ed1n mua x\u00e0i th\u00ec ph\u1ea3i tr\u1ea3 ti\u1ec1n.<\/span><\/p>\n

T\u1ea1i sao mi\u1ec5n ph\u00ed?<\/strong><\/span><\/p>\n

V\u1eady t\u1ea1i sao c\u00e1c s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 n\u00eau tr\u00ean l\u1ea1i mi\u1ec5n ph\u00ed? B\u00ed quy\u1ebft c\u1ee7a \u0111i\u1ec1u tuy\u1ec7t v\u1eddi n\u00e0y n\u1eb1m \u1edf hai \u0111i\u1ec3m.<\/span><\/p>\n

\u0110\u1ea7u ti\u00ean l\u00e0 m\u1ed9t nguy\u00ean t\u1eafc x\u01b0a nh\u01b0 tr\u00e1i \u0111\u1ea5t c\u1ee7a kinh t\u1ebf h\u1ecdc: DN \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m b\u1eb1ng v\u1edbi chi ph\u00ed \u0111\u1ecbnh bi\u00ean (marginal cost) \u0111\u1ec3 s\u1ea3n xu\u1ea5t th\u00eam m\u1ed9t \u0111\u01a1n v\u1ecb s\u1ea3n ph\u1ea9m \u0111\u00f3. Trong tr\u01b0\u1eddng h\u1ee3p c\u00e1c s\u1ea3n ph\u1ea9m k\u1ec3 tr\u00ean, chi ph\u00ed m\u00e0 nh\u00e0 s\u1ea3n xu\u1ea5t ph\u1ea3i tr\u1ea3 th\u00eam khi c\u00f3 m\u1ed9t ng\u01b0\u1eddi d\u00f9ng m\u1edbi l\u00e0 g\u1ea7n nh\u01b0 b\u1eb1ng kh\u00f4ng.<\/span><\/p>\n

L\u1ea5y v\u00ed d\u1ee5 tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Viber: ph\u1ea7n m\u1ec1m cho ph\u00e9p ng\u01b0\u1eddi d\u00f9ng g\u1ecdi cho nhau mi\u1ec5n ph\u00ed qua \u0111i\u1ec7n tho\u1ea1i kh\u1eafp n\u01a1i tr\u00ean th\u1ebf gi\u1edbi. Theo t\u1ea1p ch\u00ed Fierce Mobile Content,\u00a0Viber<\/span><\/a>\u00a0hi\u1ec7n c\u00f3 h\u01a1n 175 tri\u1ec7u ng\u01b0\u1eddi s\u1eed d\u1ee5ng tr\u00ean to\u00e0n c\u1ea7u, v\u00e0 chi ph\u00ed ho\u1ea1t \u0111\u1ed9ng c\u1ee7a c\u00f4ng ty l\u00e0 kho\u1ea3ng 200.000 USD\/th\u00e1ng. N\u00f3i c\u00e1ch kh\u00e1c, chi ph\u00ed b\u00ecnh qu\u00e2n (average cost) m\u00e0 Viber ph\u1ea3i b\u1ecf ra l\u00e0 kho\u1ea3ng 1,14 xu cho m\u1ed9t ng\u01b0\u1eddi d\u00f9ng.<\/span><\/p>\n

Tuy nhi\u00ean, theo kinh t\u1ebf h\u1ecdc, DN kh\u00f4ng \u0111\u1ecbnh gi\u00e1 b\u00e1n theo chi ph\u00ed b\u00ecnh qu\u00e2n m\u00e0 \u0111\u1ecbnh gi\u00e1 theo chi ph\u00ed \u0111\u1ecbnh bi\u00ean. Gi\u1ea3 s\u1eed hi\u1ec7n nay Viber \u0111ang c\u00f3 \u0111\u00fang 175 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng, n\u1ebfu c\u00f3 th\u00eam m\u1ed9t ng\u01b0\u1eddi d\u00f9ng th\u00ec Viber c\u0169ng kh\u00f4ng m\u1ea5t th\u00eam m\u1ed9t xu n\u00e0o. N\u00f3i c\u00e1ch kh\u00e1c, chi ph\u00ed \u0111\u1ecbnh bi\u00ean c\u1ee7a Viber l\u00e0 b\u1eb1ng kh\u00f4ng.<\/span><\/p>\n

N\u1ebfu th\u1ebf, nh\u1eefng c\u00f4ng ty nh\u01b0 Viber s\u1ebd kh\u00f4ng thu \u0111\u01b0\u1ee3c xu n\u00e0o v\u00e0 s\u1ebd r\u01a1i v\u00e0o t\u00ecnh tr\u1ea1ng ph\u00e1 s\u1ea3n? Kh\u00f4ng h\u1ec1! B\u1edfi c\u00e1c d\u1ecbch v\u1ee5 mi\u1ec5n ph\u00ed n\u00e0y t\u1ed3n t\u1ea1i, ph\u00e1t tri\u1ec3n v\u00e0 l\u00e0m gi\u00e0u cho DN l\u00e0 nh\u1edd m\u00f4 h\u00ecnh t\u1ea1o doanh thu theo m\u1ed9t k\u00eanh kh\u00e1c. \u0110\u00f3 l\u00e0 doanh thu t\u1eeb qu\u1ea3ng c\u00e1o v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m gi\u00e1 tr\u1ecb gia t\u0103ng kh\u00e1c.<\/span><\/p>\n

Google l\u00e0 DN l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi x\u00e9t v\u1ec1 m\u1eb7t cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5 mi\u1ec5n ph\u00ed cho ng\u01b0\u1eddi d\u00f9ng. Doanh thu t\u1eeb qu\u1ea3ng c\u00e1o theo b\u00e1o c\u00e1o t\u00e0i ch\u00ednh c\u1ee7a h\u00e3ng n\u00e0y n\u0103m 2012 l\u00e0 43,686 t\u1ec9 USD, trong khi c\u00e1c doanh thu kh\u00e1c (nh\u01b0 b\u00e1n thi\u1ebft b\u1ecb) ch\u1ec9 c\u00f3 2,354 t\u1ec9 USD, chi\u1ebfm ch\u1ec9 5,11% t\u1ed5ng doanh thu c\u1ee7a h\u1ecd. L\u1ee3i nhu\u1eadn r\u00f2ng (sau thu\u1ebf) c\u00f9ng n\u0103m c\u1ee7a h\u00e3ng n\u00e0y l\u00e0 10,737 t\u1ec9 USD. Nh\u1edd \u0111\u00f3, Google \u0111ang \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 tr\u00ean s\u00e0n giao d\u1ecbch Nasdaq v\u1edbi tr\u1ecb gi\u00e1 c\u1ea3 c\u00f4ng ty l\u00e0 300 t\u1ec9 USD.<\/span><\/p>\n

\u0110\u1ec3 ki\u1ebfm ti\u1ec1n \u0111\u01b0\u1ee3c t\u1eeb qu\u1ea3ng c\u00e1o, c\u00e1c DN nh\u01b0 Google ph\u1ea3i c\u00f3 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng \u0111\u00f4ng \u0111\u1ea3o. L\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng v\u00ec th\u1ebf tr\u1edf th\u00e0nh t\u00e0i s\u1ea3n c\u00f3 kh\u1ea3 n\u0103ng sinh l\u1ee3i c\u1ee7a DN. DN c\u00e0ng c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng l\u1edbn th\u00ec t\u00e0i s\u1ea3n c\u00f3 kh\u1ea3 n\u0103ng sinh l\u1ee3i c\u00e0ng cao. \u0110i\u1ec1u n\u00e0y khi\u1ebfn vi\u1ec7c \u0111\u1ea7u t\u01b0 s\u1ea3n xu\u1ea5t v\u00e0 cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed \u0111\u1ec3 thu h\u00fat ng\u01b0\u1eddi d\u00f9ng c\u0169ng ch\u00ednh l\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u1ec3 h\u00ecnh th\u00e0nh t\u00e0i s\u1ea3n c\u00f3 kh\u1ea3 n\u0103ng sinh l\u1ee3i.<\/span><\/p>\n

Tuy nhi\u00ean, c\u00f3 t\u00e0i s\u1ea3n c\u00f3 kh\u1ea3 n\u0103ng sinh l\u1ee3i kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 DN s\u1ebd t\u1ea1o ra \u0111\u01b0\u1ee3c doanh thu v\u00e0 l\u1ee3i nhu\u1eadn. \u0110\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c doanh thu, c\u00e1c DN n\u00e0y c\u1ea7n c\u00f3 nh\u1eefng m\u00f4 h\u00ecnh t\u1ea1o ra doanh thu th\u00edch h\u1ee3p. M\u1ed9t m\u00f4 h\u00ecnh th\u00edch h\u1ee3p l\u00e0 v\u1eeba thu ti\u1ec1n \u0111\u01b0\u1ee3c t\u1eeb c\u00e1c kh\u00e1ch h\u00e0ng c\u00f3 nhu c\u1ea7u qu\u1ea3ng c\u00e1o ho\u1eb7c d\u1ecbch v\u1ee5 gi\u00e1 tr\u1ecb gia t\u0103ng kh\u00e1c, v\u1eeba kh\u00f4ng l\u00e0m gi\u1ea3m ti\u1ec7n \u00edch c\u1ee7a ng\u01b0\u1eddi d\u00f9ng s\u1ea3n ph\u1ea9m. Vi\u1ec7c n\u00e0y kh\u00f4ng d\u1ec5.<\/span><\/p>\n

Cu\u1ed9c c\u00e1ch m\u1ea1ng khi\u1ebfn Google tr\u1edf th\u00e0nh \u201c\u0111\u1ea1i gia\u201d trong l\u00e0ng c\u00f4ng ngh\u1ec7 th\u1ebf gi\u1edbi hi\u1ec7n nay n\u1eb1m \u1edf ch\u1ed7 h\u1ecd \u0111\u00e3 t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m qu\u1ea3ng c\u00e1o c\u1ef1c k\u1ef3 th\u00f4ng minh nh\u01b0 Adwords, Adsense v\u00e0 c\u01a1 ch\u1ebf \u0111\u1ea5u th\u1ea7u. Theo \u0111\u00f3, ng\u01b0\u1eddi qu\u1ea3ng c\u00e1o ph\u1ea3i c\u1ea1nh tranh v\u1edbi nhau b\u1eb1ng c\u00e1ch tr\u1ea3 gi\u00e1 cao h\u01a1n \u0111\u1ec3 \u0111\u01b0\u1ee3c qu\u1ea3ng c\u00e1o qua c\u00e1c h\u00ecnh th\u1ee9c n\u00e0y.<\/span><\/p>\n

Vi\u1ec7c ki\u1ebfm ti\u1ec1n t\u1eeb l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng \u0111\u01b0\u1ee3c g\u1ecdi chung v\u1edbi c\u00e1i t\u00ean l\u00e0 ti\u1ec1n t\u1ec7 h\u00f3a (monetarize) t\u00e0i s\u1ea3n l\u00e0 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng c\u1ee7a DN. B\u1ea3n th\u00e2n m\u1ed9t DN l\u00e3o l\u00e0ng nh\u01b0 Google nh\u01b0ng khi mua l\u1ea1i m\u1ed9t DN kh\u00e1c c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng \u201ckh\u1ee7ng\u201d l\u00e0 YouTube, h\u1ecd c\u0169ng m\u1ea5t m\u1ea5y n\u0103m tr\u1eddi tr\u01b0\u1edbc khi t\u00ecm \u0111\u01b0\u1ee3c c\u00e1ch th\u00edch h\u1ee3p \u0111\u1ec3 ti\u1ec1n t\u1ec7 h\u00f3a.<\/span><\/p>\n

\u00c1c m\u1ed9ng ki\u1ebfm ti\u1ec1n c\u1ee7a OTT<\/strong><\/span><\/p>\n

Th\u1ebf n\u00ean d\u1ec5 hi\u1ec3u l\u00e0 m\u1ed9t s\u1ed1 c\u00f4ng ty tr\u1ebb tu\u1ed5i h\u01a1n nh\u01b0 Viber hi\u1ec7n v\u1eabn loay hoay ch\u01b0a t\u00ecm \u0111\u01b0\u1ee3c c\u00e1ch ti\u1ec1n t\u1ec7 h\u00f3a l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng c\u1ee7a m\u00ecnh. Theo t\u1ea1p ch\u00ed Mobile World, m\u1edbi h\u1ed3i th\u00e1ng 4, theo CEO c\u1ee7a Viber Talmon Marco, c\u00f4ng ty n\u00e0y s\u1ebd ph\u1ea3i s\u1edbm t\u00ednh \u0111\u1ebfn vi\u1ec7c cung c\u1ea5p th\u00eam c\u00e1c d\u1ecbch v\u1ee5 gi\u00e1 tr\u1ecb gia t\u0103ng c\u00f3 thu ph\u00ed \u0111\u1ec3 t\u1ea1o doanh thu.<\/span><\/p>\n

Theo Marco, c\u00f4ng ty n\u00e0y s\u1ebd kh\u00f4ng t\u1ea1o doanh thu qua vi\u1ec7c qu\u1ea3ng c\u00e1o m\u00e0 \u201cc\u00f3 nh\u1eefng c\u00e1ch th\u00f4ng minh h\u01a1n \u0111\u1ec3 ki\u1ebfm ti\u1ec1n\u201d, trong khi v\u1eabn kh\u1eb3ng \u0111\u1ecbnh \u201cmi\u1ec5n ph\u00ed l\u00e0 m\u1ed9t th\u1ee9 cam k\u1ebft ngay t\u1eeb ng\u00e0y \u0111\u1ea7u v\u1edbi ng\u01b0\u1eddi d\u00f9ng\u201d.<\/span><\/p>\n

\u1ede Vi\u1ec7t Nam, m\u1ed9t s\u1ed1 DN OTT h\u00e0ng \u0111\u1ea7u hi\u1ec7n \u0111\u00e3 c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng l\u00ean t\u1edbi h\u01a1n 4 tri\u1ec7u. Tuy nhi\u00ean, m\u00f4 h\u00ecnh \u0111\u1ec3 c\u00e1c s\u1ea3n ph\u1ea9m OTT n\u00e0y sinh l\u1ee3i v\u1eabn ch\u01b0a c\u00f3 m\u1eb7c d\u00f9 ch\u00fang t\u1ea1o ra c\u01a1n \u00e1c m\u1ed9ng v\u1ec1 doanh thu cho c\u00e1c c\u00f4ng ty \u0111i\u1ec7n tho\u1ea1i truy\u1ec1n th\u1ed1ng.<\/span><\/p>\n

G\u1ea7n \u0111\u00e2y, c\u00e1c c\u00f4ng ty \u0111i\u1ec7n tho\u1ea1i truy\u1ec1n th\u1ed1ng trong n\u01b0\u1edbc b\u1eaft \u0111\u1ea7u ph\u1ea3i ch\u1ea5p nh\u1eadn th\u1ef1c t\u1ebf l\u00e0 kh\u00f4ng th\u1ec3 lo\u1ea1i b\u1ecf \u0111\u01b0\u1ee3c c\u00e1c s\u1ea3n ph\u1ea9m OTT b\u1eb1ng ch\u00ednh s\u00e1ch, v\u00ec th\u1ebf ph\u1ea3i t\u00ecm c\u00e1ch chung s\u1ed1ng v\u1edbi n\u00f3. Tuy nhi\u00ean, c\u01a1 ch\u1ebf n\u00e0o \u0111\u1ec3 hai b\u00ean c\u00f9ng c\u00f3 l\u1ee3i v\u1eabn l\u00e0 m\u1ed9t c\u00e2u h\u1ecfi b\u1ecf l\u1eedng. \u0110\u01a1n gi\u1ea3n v\u00ec n\u1ebfu c\u00e1c s\u1ea3n ph\u1ea9m OTT trong n\u01b0\u1edbc thu ph\u00ed, ng\u01b0\u1eddi d\u00f9ng s\u1ebd chuy\u1ec3n sang s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m OTT mi\u1ec5n ph\u00ed c\u1ee7a n\u01b0\u1edbc ngo\u00e0i.<\/span><\/p>\n

V\u00ec th\u1ebf, Fierce Mobile Content tr\u00edch l\u1eddi c\u1ee7a Josh Martin thu\u1ed9c Strategy Analytics cho r\u1eb1ng \u201cv\u1edbi qu\u00e1 nhi\u1ec1u l\u1ef1a ch\u1ecdn thay th\u1ebf, vi\u1ec7c t\u00ednh ph\u00ed ng\u01b0\u1eddi d\u00f9ng c\u00f3 v\u1ebb nh\u01b0 b\u1ea5t kh\u1ea3 thi v\u00e0 v\u00ec th\u1ebf bu\u1ed9c c\u00e1c DN ph\u1ea3i t\u00ecm c\u00e1ch kh\u00e1c \u0111\u1ec3 ti\u1ec1n t\u1ec7 h\u00f3a, n\u1ebfu kh\u00f4ng l\u00e0m \u0111\u01b0\u1ee3c vi\u1ec7c n\u00e0y s\u1ebd d\u1eabn t\u1edbi vi\u1ec7c nhi\u1ec1u DN \u0111ang \u201cho\u00e0nh tr\u00e1ng\u201d hi\u1ec7n nay s\u1ebd s\u1eadp ti\u1ec7m, tr\u1eeb phi ch\u00fang \u0111\u01b0\u1ee3c mua l\u1ea1i b\u1edfi c\u00e1c \u0111\u1ea1i c\u00f4ng ty mu\u1ed1n s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y l\u00e0m s\u1ea3n ph\u1ea9m b\u1ed5 tr\u1ee3 mi\u1ec5n ph\u00ed cho s\u1ea3n ph\u1ea9m ch\u00ednh c\u1ee7a h\u1ecd\u201d.<\/span><\/p>\n

L\u1ed1i tho\u00e1t \u201cb\u00e1n m\u00ecnh\u201d<\/strong><\/span><\/p>\n

\u00dd sau c\u1ee7a Josh Martin c\u0169ng ch\u00ednh l\u00e0 gi\u1ea5c m\u01a1 m\u00e0 h\u00e0ng tri\u1ec7u h\u00e3ng c\u00f4ng ngh\u1ec7 nh\u1ecf tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi h\u01b0\u1edbng t\u1edbi. Sau khi c\u00f3 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng l\u1edbn, c\u00e1c h\u00e3ng nh\u1ecf s\u1ebd b\u00e1n l\u1ea1i cho nh\u1eefng \u0111\u1ea1i gia c\u00f4ng ngh\u1ec7 c\u1ee1 b\u1ef1.<\/span><\/p>\n

C\u00e1c v\u00ed d\u1ee5 \u0111\u1ea7y h\u1ea5p d\u1eabn nh\u01b0 YouTube b\u00e1n cho Google v\u1edbi gi\u00e1 1,65 t\u1ec9 USD n\u0103m 2006, DoubleClick b\u00e1n cho Google v\u1edbi gi\u00e1 3,1 t\u1ec9 USD n\u0103m 2007, Waze b\u00e1n cho Google v\u1edbi gi\u00e1 x\u1ea5p x\u1ec9 1 t\u1ec9 USD h\u1ed3i th\u00e1ng 6-2013, Instagram b\u00e1n cho Facebook v\u1edbi gi\u00e1 1 t\u1ec9 USD, hay Face.Com b\u00e1n cho Facebook v\u1edbi gi\u00e1 100 tri\u1ec7u USD… l\u00e0 c\u00e1c \u201cgi\u1ea5c m\u01a1 M\u1ef9\u201d \u0111i\u1ec3n h\u00ecnh c\u1ee7a l\u00e0ng c\u00f4ng ngh\u1ec7 th\u1ebf gi\u1edbi.<\/span><\/p>\n

\u0110\u00e2y l\u00e0 m\u1ed9t l\u1ed1i tho\u00e1t danh gi\u00e1 v\u00e0 \u0111\u1eb7c bi\u1ec7t h\u1ea5p d\u1eabn cho c\u00e1c DN c\u00f4ng ngh\u1ec7 nh\u1ecf. Nh\u01b0ng l\u1ed1i tho\u00e1t n\u00e0y c\u0169ng ch\u1ec9 l\u00e0 m\u1ed9t khe c\u1eeda h\u1eb9p. L\u00fd do v\u00ec c\u00e1c d\u1ecbch v\u1ee5 mi\u1ec5n ph\u00ed k\u1ec3 tr\u00ean n\u1eb1m trong nh\u00f3m c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p b\u1ecb \u201cnguy\u1ec1n r\u1ee7a\u201d b\u1edfi m\u1ed9t nguy\u00ean t\u1eafc kh\u1eafc nghi\u1ec7t l\u00e0 \u201cwinner takes all\u201d (\u0111\u01b0\u1ee3c \u0103n c\u1ea3 ng\u00e3 v\u1ec1 kh\u00f4ng). Ch\u00fang \u0111\u1ec1u l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m mang t\u00ednh c\u1ed9ng \u0111\u1ed3ng, c\u00f3 ngh\u0129a l\u00e0 c\u00e0ng c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng th\u00ec gi\u00e1 tr\u1ecb s\u1eed d\u1ee5ng \u0111\u1ed1i v\u1edbi m\u1ed9t c\u00e1 nh\u00e2n c\u00e0ng cao.<\/span><\/p>\n

K\u1ebft qu\u1ea3 l\u00e0 th\u1ecb tr\u01b0\u1eddng ch\u1ec9 cho ph\u00e9p m\u1ed9t s\u1ea3n ph\u1ea9m t\u1ed1t nh\u1ea5t, ti\u1ec7n d\u1ee5ng nh\u1ea5t t\u1ed3n t\u1ea1i v\u00e0 s\u1ebd th\u1ea3i lo\u1ea1i t\u1ea5t c\u1ea3 s\u1ea3n ph\u1ea9m kh\u00e1c. C\u00e1c \u0111\u1ea1i gia c\u00f4ng ngh\u1ec7 l\u1edbn \u0111\u01b0\u01a1ng nhi\u00ean bi\u1ebft \u0111\u01b0\u1ee3c \u0111\u1eb7c th\u00f9 n\u00e0y, v\u00ec th\u1ebf khi mua l\u1ea1i c\u00e1c s\u1ea3n ph\u1ea9m c\u00f4ng ngh\u1ec7 c\u1ee7a nh\u1eefng DN nh\u1ecf h\u01a1n, h\u1ecd c\u0169ng ch\u1ec9 mua s\u1ea3n ph\u1ea9m t\u1ed1t nh\u1ea5t (nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng nh\u1ea5t), v\u00ec kh\u00f4ng d\u1ea1i g\u00ec b\u1ecf ti\u1ec1n mua s\u1ea3n ph\u1ea9m h\u1ea1ng hai khi m\u00e0 h\u1ecd bi\u1ebft ngay t\u1eeb \u0111\u1ea7u s\u1ebd th\u1ea3m b\u1ea1i.<\/span><\/p>\n

K\u1ebft c\u1ee5c l\u00e0 cu\u1ed9c ch\u1ea1y \u0111ua n\u00e0y t\u1ef1a nh\u01b0 cu\u1ed9c ch\u1ea1y \u0111ua m\u00e0 ch\u1ec9 c\u00f3 m\u1ed9t ng\u01b0\u1eddi v\u1ec1 nh\u1ea5t, s\u1ed1 c\u00f2n l\u1ea1i \u0111\u1ec1u t\u00e0n l\u1ee5i trong b\u00f3ng t\u1ed1i. V\u00ec th\u1ebf, \u0111\u00e2y l\u00e0 m\u1ed9t cu\u1ed9c ch\u01a1i th\u00fa v\u1ecb nh\u01b0ng h\u1ebft s\u1ee9c nghi\u1ec7t ng\u00e3. Ri\u00eang \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi d\u00f9ng, d\u00f9 DN n\u00e0o th\u1eafng, DN n\u00e0o thua th\u00ec lu\u00f4n \u1edf l\u1ea1i v\u1edbi nguy\u00ean t\u1eafc h\u1ecd ph\u1ea3i l\u00e0 ng\u01b0\u1eddi h\u01b0\u1edfng l\u1ee3i.<\/span><\/p>\n

Theo Tr\u1ea7n Vinh D\u1ef1
\nTu\u1ed5i tr\u1ebb cu\u1ed1i tu\u1ea7n<\/em><\/span><\/p>\n

\n

(*): OTT \u0111\u01b0\u1ee3c hi\u1ec3u n\u00f4m na l\u00e0 c\u00e1c d\u1ecbch v\u1ee5 cho ph\u00e9p con ng\u01b0\u1eddi k\u1ebft n\u1ed1i v\u1edbi nhau qua tin nh\u1eafn ch\u1eef, h\u1ed9i tho\u1ea1i tr\u1ef1c ti\u1ebfp v\u00e0 tin nh\u1eafn \u00e2m thanh.<\/div>\n","protected":false},"excerpt":{"rendered":"

M\u1ed9t trong nh\u1eefng ch\u1ee7 \u0111i\u1ec3m \u201chot\u201d nh\u1ea5t c\u1ee7a v\u0103n h\u00f3a tr\u1ebb hi\u1ec7n nay \u1edf Vi\u1ec7t Nam l\u00e0 s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 OTT (over-the-top) (*) \u0111i k\u00e8m.<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[887],"tags":[404,403,406,405,117],"yoast_head":"\nS\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed v\u00e0 cu\u1ed9c chi\u1ebfn OTT - Appota News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.appota.com\/en_US\/s\u1ea3n-ph\u1ea9m-mi\u1ec5n-phi-va-cu\u1ed9c-chi\u1ebfn-ott\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"S\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed v\u00e0 cu\u1ed9c chi\u1ebfn OTT - 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