EE has announced it will move into the quad play arena by adding television to its range of services with the launch of its EETV set-top box.
The operator said it was 'putting mobile at the centre of its TV offering' and had designed its services from a mobile perspective. The box will be offered to customers for free as part of EE's broadband packages which start at £9.95 a month. The service features the Freeview HD channels along with a range of on demand services such as Daily Motion, YouTube, BBC iPlayer, Demand 5 and film and TV partner Wuaki.tv. Notable exceptions to the offering include ITV Player, 4OD or Netflix, although EE said that it was looking to add more partners to its on demand services. The network also stressed that it was targeting the large free to view UK market with EETV rather than chasing the pay to view markets with exclusive content.
Speaking at the launch EE CEO Olaf Swantee said: 'When we were discussing launching this product wanted to bring something new that would really rock the UK market. Our customers are not ringing us up asking for a quad play product. But we believe that it is a service they will like.
'The EE brand generated a high level of engagement from the outset and we have continued down this route by bringing our services into the home. We now have 75,000 broadband users and in Q2 we were the fastest growing broadband business in the UK. This is even more impressive when you consider that in 2010 was a challenging year for our broadband segment because it was not growing.'
'EE TV puts mobile at the heart of the TV experience, we've been working on the product for a year and are really pleased with what we have developed. User behaviour in has changed when it comes to television, people want to instantly watch TV on multiple screens and in multiple form factors. The average UK household has around 6-8 screens that are all connected in some way. We are seeing a more active snacking attitude to television rather than a binge, simply put, the couch potato is cooked.'
EE's CMO Pippa Dunn confirmed to Mobile that EETV it would be sold through its existing retail outlets as it was a product that was best 'explained through demonstration'. Describing the market that the brand was seeking to attract with its TV offering Dunn said it was ‘Freeview customers who were looking for a bit more’
‘As a young brand we have an advantage when it comes to moving into new services and there is even a expectation from customers for us to provide a wide range of services. We are a brand that has innovation at its heart and we’ve spent a long time looking at the TV market. When we decided to enter this market we want to produce something very much from a mobile perspective’
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