CustDev for Android STBs

The company produces devices on OS Linux. A hypothesis came up that in order to increase the company's competitiveness in the market, it is necessary to expand the line by releasing devices based on the Android TV OS. However, it is necessary to understand which equipment is the most appropriate based on user requests and market requirements.

Learned the popular specifications
- from chipsets to Bluetooth version

What parameters have been studied:

Chipsets
Form factor
RAM
Storage
Device Type (Conventional/Hybrid)
Availability of Netflix and Prime Video
Versions and Availability USB, HDMI, Ethernet, Wi-Fi, Bluetooth, RC

In order to understand what equipment the device should have, studies were carried out on various segments of the target audience using the JTBD method.

Action sequence

The Jobs-To-Be-Done framework helps us understand that the client ultimately pays not for the product, but for the realization of his goals, which he achieves in one way or another. We want our product
to contribute to this, so we try to make it the best way to achieve these goals.

1. Formulate hypotheses for Job Stories.
2. Conducting interviews (Collect insights)
3. Analyzing the data. We interpret the received information and correlate it with the analysis
of competitors
4. Coming up with solutions. Based on the received information, we form a product package.

Unfortunately, we cannot disclose all the data, however, we will show the main structure of the study.

Job Stories
The consumers of set-top boxes as a product are divided into two segments: End users and operators. Hypotheses have been put forward that different segments will have different Job Stories, which will eventually affect the equipment of set-top boxes.

Job Stories оператор:
When I plan to connect more users, I want the newly connected set-top boxes to meet modern trends
and at the same time be acceptable to me in the purchase, in order to be more competitive compared
to other operators

Job Stories end user:
When I want to plan to relax at home, I want my TV and other devices in my apartment to contribute to my comfortable pastime as much as possible, and provide convenient viewing of a video or game.

Action sequence

The Jobs-To-Be-Done framework helps us understand that the client ultimately pays not for the product, but for the realization of his goals, which he achieves in one way or another. We want our product
to contribute to this, so we try to make it the best way to achieve these goals.

1. Formulate hypotheses for Job Stories.
2. Conducting interviews (Collect insights)
3. Analyzing the data. We interpret the received information and correlate it with the analysis
of competitors
4. Coming up with solutions. Based on the received information, we form a product package.

Unfortunately, we cannot disclose all the data, however, we will show the main structure of the study.

Job Stories
The consumers of set-top boxes as a product are divided into two segments: End users and operators. Hypotheses have been put forward that different segments will have different Job Stories, which will eventually affect the equipment of set-top boxes.

Job Stories оператор:
When I plan to connect more users, I want the newly connected set-top boxes to meet modern trends
and at the same time be acceptable to me in the purchase, in order to be more competitive compared
to other operators

Job Stories end user:
When I want to plan to relax at home, I want my TV and other devices in my apartment to contribute to my comfortable pastime as much as possible, and provide convenient viewing of a video or game.

Conducting interview

Further interviews were conducted with operators and end users, which revealed the following insights:

For operators:

Desires - I want to get a working competitive device that will meet the needs of subscribers and will be suitable for the price for purchasing set-top boxes from the vendors of the batch I need;

Catalysts - the emergence on the market of an Android TV device that will have a user-friendly interface and an affordable price;
Restrictions — device price

A set of solutions - purchase an Android TV set-top box for your users and integrate current software into
it or develop your own application that can be integrated into third-party set-top boxes

For users:

Desires – I want to get a device that will allow me to watch any movies and programs, download applications, play games, view content that would work without interruptions and interference;
Catalysts - the emergence of new, interesting streaming or VOD services;
Restrictions — device price, subscription price

A set of solutions - purchase an Android TV set-top box, watch services on your phone, tablet, Smart TV
After receiving the insights, a study was conducted of the equipment of the various devices in order
to understand which equipment would be on the one hand the most consistent with market trends,
and on the other hand to satisfy those insights that were received during the interview.

To do this, the characteristics of 100 retail and 200 operator Android TV devices released from 2014 to 2021 were studied. The chipset is the most important component that determines the performance of the STB.

If we compare the finished product of sublimation and digital printing, then there is no fundamental difference for the consumer. This is also confirmed by the findings after the interview (to be further).

The form factors of retail and operator devices were analyzed

The types of operator devices have been analyzed

We analyzed the availability of the most popular streaming service Netflix on various devices.
A different set of devices on Android TV was offered for each of the target audience segments

We come up with solutions

It was suggested that end users include a more powerful processor so that they can play games, wi-fi6 for more stable wi-fi, Ethernet for higher Internet bandwidth, and a card reader so that you can view content from other sources.

In the equipment for operators, it was proposed to use a cheaper processor from among the most common on the market, to reduce the cost of the set-top box using less efficient wi-fi and an Ethernet port, and also to recommend less memory.

Summary

Initially, the hypothesis was that it was possible to create a universal set-top box that would suit all categories of users. But, based on the revealed insights obtained during the study, in order to meet
the needs of each of the segments, it is worth developing 2 separate devices.

Thus, it will allow being competitive in the market of operator devices through the optimization
of components.
And on the other hand, to be interesting in the end user market (retail) thanks to modern and up-to-date equipment that will allow users to consume content comfortably.