Yandex is negotiating with Haier, TCL and Huawei, offering large Chinese manufacturers to install its YaOS platform on all TVs supplied to Russia. If the negotiations are successful, the Russian company will surpass Google Android in popularity in Russia. Competition next year may be intensified by Sber, which has its own Salyut-TV platform.
Image source: yandex.ru
Yandex entered into negotiations not only with Haier, TCL and Huawei, but also with other manufacturers, so that all television equipment supplied to Russia under their brands would run YaOS – the Russian company confirmed information about this to Kommersant, without specifying, however. , which companies are being negotiated with. Last year, Haier overtook Samsung and became the leader in the Russian TV market with a share of 11.2% in units. To date, Haier and TCL have occupied 32% of the Russian TV market in units of production, according to GFK statistics; Huawei’s share is not specified.
In the OS market for TVs, the leader, according to experts interviewed by Kommersant, is still Android TV with a share of 50%, another 30% belongs to Yandex, and 20% belongs to Sber with its Salyut-TV. This disposition is associated with the lower cost of Android compared to platforms of Russian developers. At the same time, in the private-label TV market, the positions of Russian technology giants are much more modest: at the end of the first half of 2024, Sber had 5.2% of the market, and Yandex’s share was only 1%.
If the majority of TVs supplied to Russia run YaOS, Yandex will be able to monetize its dominant position through royalties from the sale of the devices themselves, through the sale of subscriptions, internal services and targeted advertising; An important factor is also the presence of “Alice” – a built-in voice assistant with artificial intelligence. However, the domestic search giant will not have the opportunity to rest on its laurels: in 2025, Sber intends to launch its own production of televisions under Salyut-TV. The shares of the two platforms in the Russian market will grow in parallel, experts say.
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