EE has bolstered its TV package with a host of new mobile centric features.
The network has turned its focus to offering users a personalised experience, choosing to develop the social sharing aspects of watching a television show. The new additions build on from its original TV service, which was designed from a mobile perspective to target the free to view UK market.
Speaking at the time of launch, EE explained that users’ TV demand had changed, with more viewers wanting instant access over multiple screens. The network appears to be tapping into those users’ with its new TV features, which include a second ‘companion screen’ to record programmes and control playback.
The new TV additions will all be available through an app and will include ‘fetch’ and ‘flick’ features, allowing users’ to transfer viewing content from a mobile device to a TV and vice versa. The network will also ramp up the number of channels available, as well as a share button and an option to transfer photos and videos onto the TV.
Simeon Bird, director of home broadband & TV, explained that EE will use its consumer knowledge to compete in the quad-play space, saying that over time it will boost the service.
He said: ‘EE TV received outstanding reviews at launch, however we will continue to use our unrivalled knowledge of mobile behaviour in order to update and enhance the service over time.
‘The new EE TV features take the personalisation capability that all smartphone and tablet owners are familiar with, and incorporates it to create what we believe is the best multi-screen TV service available today.’
The upgraded TV services will be available to new and existing customers from August 25.