The change in media consumption patterns, which has been underway in recent years, continues unabated moving forward. Current internet-capable smartphones and tablets are increasingly used by customers, resulting in a gradual growth in data consumption, while at the same time customer demands in terms of network infrastructure quality are also constantly rising. For a long time, this development has been critically monitored by telecom operators, who had to invest billions of euros in broadband infrastructure to provide customers with fast and high-quality Internet access. Now, a wave of optimism is spreading across the industry and several operators have recognized the signs of the time. As a result, this paradigm shift is leading to a new kind of convergence between telecom operators and classical media.
Telecom providers are currently profiting from the growing usage of streaming services and devoting concerted efforts to developing premium offerings to seize the new media opportunities. The rollout of network infrastructure towards high-speed broadband allows for higher transmission rates and data volumes, thus creating the necessary preconditions for a perfect media experience. Convergence offerings combining telecommunications services with TV, music and Internet services offer classical telecom operators considerable competitive advantages, allowing them to clearly differentiate themselves from pure-play OTT service providers. In recent times, the Austrian subsidiary of the Telekom Austria Group A1 has started to take all these major changes into due account and is currently revolutionizing its classical TV portfolio.
Starting from now, A1 NOW will provide innovative on-demand functionalities and possibilities, thus creating a brand new TV viewing experience. Approximately 1,000 customers of different Austria network operators will test these new A1 NOW functionalities and develop them to market readiness.
A1 NOW functionalities at a glance:
Background Information about A1 TV
A1 has started to offer TV services to its customers at an early stage. With a total of 259,000 subscribers, A1 TV is one of the most popular TV offerings in Austria. Since the launch of the new A1 TV at the end of 2012, a wide range of new programs have been offered: an extended range of HD services excluding contents as well as the complete SKY program are brought into more and more households via A1 fixed-line Internet. Since last year, a new breed of control features has been available for A1 TV customers via the A1 TV App.
A1 TV will continue to be offered moving forward: the guaranteed bandwidth via fixed broadband Internet access still creates the best prerequisites to enjoy a classical TV viewing experience at home.