Do you remember the TV show? Even if you haven't used a TiVo device in a long time, it's still there. Only a few people have tried the company'sAndroid TV dongle. Even though the majority of people have moved to TV software that is built into their device or runs on a dedicated piece of hardware like the Apple TV, Xperi is getting into the TV software game.
There will be more than one company vying to run the software that powers your television. Part of the reason for the neutral platform is that equipment manufacturers will have more control over the experience.
At the beginning of the year, Roku said that it was the top selling smart TV OS in the country for the second year in a row. A lot of money is made from customers who see advertising on its OS and in the ad-sponsored channel while watching things on a TV by a vendor like Hisense. They own that customer relationship from the beginning because they use their own software platforms to make their TVs.
Power could be given back to equipment manufacturers.
Xperi wants to give more power back to the equipment manufacturers, even if they aren't on the level of aSamsung or aLG If you don't participate in shaping the experience and retain some level of customer ownership during the life of the product, you're at a huge disadvantage. They can brand the experience, retain the customer relationship, and have a revenue share on the platform thanks to our platform. Consumers will be able to get an alternative to software made by companies like Apple or Amazon.
There is still a long way to go before that vision is realized. There aren't any Tivo OS-equipped TVs on the market right now. TiVO OS will be released in Europe first, but Vestel, which makes TVs under licensed brands, is the first one to commit to shipping TVs with the operating system. According to Skaaden, Xperi hasn't announced a launch date for the US, but that's definitely on the horizon.
Skaaden said that Xperi expects to announce more TiVo OS hardware partners before the Consumer Electronics Show. It is not clear when those will hit the market or how many will be. Even if more devices are announced and come out next year, I don't think a lot of people will switch over.
It is going up against some of the biggest brands in the world.
Big tech companies like Amazon and Google use their TV software in smart TVs as well, as evidenced by the fact that the Tizen smart TV OS is licensed by many of them. It's possible that Xperi's integration with linear content could be an advantage over other platforms that focus on streaming. Xperi said in a press release in August that a TV powered by Tivo can deliver better viewer engagement with an unbiased content-first user experience. We will have to wait and see if the promises of a neutral platform turn into a compelling argument for TV buyers.
Xperi is trying to get TiVo OS to more of the original equipment manufacturers that don't have a smart TV platform. Xperi does not expect people that have their own operating platform to switch to ours, but he does expect that TiVo OS will win marketshare.
Xperi owns brands like HD Radio and the IMAX Enhanced standard. Xperi split its patents business into two separate companies.
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