Allwinner’s product strategy in the smart OTT box market to grab more market share

After the A80 octa-core was released for smart OTT box market in 2014, A80 nearly dominated the professional gaming box market in China by virtue of its best features and performance. Allwinner’s long-term commitment to that market became clear last March with Allwinner is going for platform standardization by joining the new Digital Home Group of Linaro to prevent fragmentation of effort in the TV/STB/media space [this same blog, March 20, 2014].

So in September 2014, Allwinner launched the H8 octa-core to grab more market share of smart OTT box market segment priced $50 to $80, and now with the advent of Allwinner H3, a full 4K OTT solution is targeting the OTT box market segment priced $35 to $50. As H3 is including H.265/H.264 4K video processing in hardware, and 4K video point-to-point output, it is outperforming many high-end OTT solutions in the market.

Smart OTT Box prices with the H3 are already starting at $32 in China making it possible for ordinary consumers to enjoy the stunning full 4K visual experience with affordable price points.

The Third-Gen HiMedia Q2 Comes with Allwinner H3 Quad-Core Inside press release

[Zhuhai—January 19, 2015] Recently, Chinese OTT box brand HiMedia upgraded its popular Q2 smart OTT box to the third generation, packing Allwinner H3 quad-core processor.

Allwinner H3 based HiMedia Q2 3rd Gen OTT box for 199RMB

With Allwinner H3, HiMedia Q2 3rd Gen supports H.265 and H.264 4K video decoding in hardware, 4K video point-to-point HDMI output, and supports SmartColor display technology to provide more vivid and eye-pleasing visual effects for videos and still images. It can work up to 1.5GHz.

Allwinner H3 also delivers high system integration to make the system cost more competitive, including HDMI, CVBS, audio codec, four USB ports, EMAC and Phy, etc.  It also comes with a TrustZone-based security system t-Coffer that supports root-of-Trust, secure boot, secure storage, and it also supports couple of DRM standards including Google Widevine Level 1,  Microsoft Play Ready, Marlin, etc, and supports HDCP to ensure the security of 4K contents.

The HiMedia Q2 Thrid-Gen outshines in its performance, but its price remains 199RMB [$32], just like the Second-Gen. It’s slated to go on market in Jan.

Allwinner H3 Quad-Core Announced: a Full 4K OTT Box Solution press release

[Zhuhai—January 4, 2015] Allwinner Technology, a worldwide leader in application processor design, today announced its new full 4K OTT box solution H3, after its release of octa-core A80 and H8 solutions for smart OTT box market this year.

Allwinner H3 SoC - an H.265-HEVC 4K OTT Box solution4k is gaining more popularity in smart OTT box market now. As the leading solution provider in Chinese OTT market, Allwinner adds complete 4K support to its latest H3 solution, including supports for H.265/H.264 4K video processing in hardware, and 4K video point-to-point output, outperforming many high-end OTT solutions in the market.

“Allwinner H3 is designed to be an extremely cost-competitive full 4K OTT solution by integrating peripherals such as CVBS, Ethernet Phy, audio codec, etc.”, said Jimmy Mak, the product manager of Allwinner Smart Home product lineup, “The H3 chipset will be priced at $6 to sharpen its competitive edge, making it possible for ordinary consumers to enjoy the stunning full 4K visual experience with affordable price points.”

In terms of specification, Allwinner H3 packs four ARM Cortex-A7 CPU cores and Mali graphics that running above 600MHz. It can decode H.265/H.264 4K video in hardware up to 30fps, and integrates peripherals including HDMI, CVBS, Audio codec, four USB ports, Ethernet+Phy to make the cost more competitive. Additionally, H3 supports a Trustzone-based security system t-Coffer to ensure the system stability and safety, which supports various security features (such as Root-of-Trust, secure boot, secure storage, etc), multiple DRM solutions (such as Google Widevine L1, Microsoft Play Ready, Marlin, etc) and HDCP, etc. It’s also worth noting that H3 comes with Allwinner’s latest patented SmartColor display technology to deliver better visual effects for consumers.

The first smart OTT box sporting Allwinner H3 quad-core is slated to hit the market in Dec. 2014.

Allwinner announced H8, a new octa-core processor for high-end OTT box market press release

HongKong— Oct 11, 2014 — Allwinner Technology, the leading application processor designer, today released its new octa-core H8 System on Chip (SoC) for high-end gaming and video OTT box markets at the HongKong Electronics Fair.  Based on TSMC’s 28nm HPC process, this new SoC delivers premium system performance with low heat, enabling ODM/OEM manufacturers to produce OTT boxes at competitive BOM costs.

Allwinner H8 SoC - the best 8-core for $49-69 OTT BoxesThe H8 octa-core delivers:
High-speed high performance computing system

  • 8-core Cortex-A7 CPU architecture, running at up to 2.0GHz;  Eight cores can run simultaneously;
  • PowerVR SGX544 GPU that runs at up to 700MHz, with support for OpenGL ES 2.0/1.1, OpenCL 1.1 APIs and outstanding graphics for gaming and UI effects;

Premium multimedia features

  • Support multi-format 1080p@60fps video processing.  H.265/HEVC format is supported as well;
  • Integrated 8M image signal processor;
  • Allwinner’s latest SmartColor technology to deliver higher image quality and better visual effects;

Video output system

  • Support HDMI 1080P@60fps, with HDCP 2.0 support; support HDMI CEC

High system integration

  • USB Host, USB dual-role
  • 1000Mbps Ethernet MAC
  • three SD/MMC controllers

“Home entertainment devices are gaining popularity now.  Allwinner has already been dedicated to OTT box SoC design for years, making it one of the most popular OTT box SoC designers in China”, said Jack Lee, the CMO of Allwinner Technology, “ODM/OEM manufactures will be overwhelmed by H8’s high performance and cost-efficiency, and end users will be able to enjoy enhanced home entertainment experience with the arrival of H8-based OTT boxes.”

H8-based OTT boxes are predicated to hit the market in Q4, 2014.

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