Is it time for Google TV?

October 7, 2010 § Leave a comment

In May, Google announced Google TV with much fanfare. It was announced as the second coming of television and the true marriage of the web and television. After many leaks and official sprinkling of information, the product is ready to go with a select set of partners (Sony, Logitech, Intel, DishTV,…). With official products now unveiled, I am not sure if I see the value in adding more hardware to my living room. Google TV may still thrill me by being a complete experience, but early videos and press has me skeptical about its real impact.

Take for example one of the early Google TV experience products, the Logitech Revue. It promises the complete web in your couch plus access to web enabled TV content. Cool stuff. But is it worth spending $299 on? I could see a $49 app or maybe a $99 hardware unit that almost disappears from view in the living room as enabling this cool stuff. But do I really need the $299 product (with extra for the camera and mini controller and many other useless accessories?). Maybe in the future, the add-on hardware will become a minimal unit that is essentially a commodity. Cool gear has a way of becoming a commodity fairly quickly.

Second example to illustrate my point is the Sony Bravia line of Google TV enabled HDTV’s. These already expensive TV’s might not be worth spending any extra money on unless its a small price point over its non-Google TV enabled counterpart. Sony could do this if the product takes off well and  an integrated experience without extra hardware and significant markup would be appealing.

By lowering the cost of its hobby TV product, Apple has set the price benchmark that Google and its partners need to reach to make it appealing against the competition. Given the ubiquity of the iOS fans and the success of iTunes, Apple TV will have a strong headstart in this nascent business and Google will have a challenging task ahead to one up the iOS product.

The most critical element to all of this is the programming. Google (and to a degree, Apple) is having problems convincing networks to participate and offer Google TV enabled programming. Until this happens, the connected tv/entertainment box industry will be segmented and thus minimally successful. Even Apple with its huge popularity hasn’t had much success selling Apple TV to the networks and thus to the consumer. If Google can change this status quo, it will be a huge difference maker. Early tidings aren’t very good but hopefully things will change for Google’s sake.

For now, Google and Apple just opened up yet another battleground and it will be an interesting one in the coming months to see how it goes. As always, the great folks at Ars Technica, have a nice writeup on the launch of Google TV.

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