The TV box market is evolving every day, and attracting consumers’ attention is becoming a real challenge for operators. Free, one of the pioneers in this field in France, is currently working on a new TV box for its Freebox Ultra, but no launch date has yet been set. Although the operator remains in suspense over the timing of this announcement, it nevertheless shares its thoughts on the key elements to integrate in order not to disappoint the expectations of its users.
A prolonged wait
During the Free communities day, organized on October 18 at the headquarters of Iliad, the parent company of Free, the operator confirmed that the development of a new Player for the Freebox Ultra was still in progress. However, it is obvious that the project is lagging behind, a recurring phenomenon at Free when it comes to the release of its flagship products. For several months, the Free team has been working to develop a case that meets expectations, while thinking about the innovations to integrate at the hardware level to create a real “wow effect”.
Xavier Niel, founder of Free, and his team also have many questions about the features to add for this new Player to make a difference. This includes the choice of operating system. Free is hesitating between the development of an in-house OS, which would allow total control over the user experience, and the adoption of Android, which is more widespread and offers a vast ecosystem of applications. The dilemma is significant, as it involves finding the right balance between innovation, ease of use and compatibility with user expectations.
The challenge of innovations in the TV box market
Offering an innovative TV box is not an easy task, especially in a market where consumer expectations are constantly evolving. They demand products that are increasingly efficient, intuitive and adapted to their digital consumption habits. Free is aware of these issues and takes the time necessary to evaluate the best possible options.
For the operator, this new box must not only compete with other products available on the market, but also live up to the very high-end server offered with the Freebox Ultra. This server, launched on January 30, had also aroused great expectations, in particular due to the absence of a new dedicated Player at the time of its announcement, a first in the history of Free.
A delayed, but promising launch
During the launch of the Freebox Ultra, Xavier Niel had already confided during an interview that the development of a new Player was underway, but that this project was taking longer than expected. Initially, the marketing of the box seemed to be scheduled for April, three months after the release of the Freebox Ultra. However, the delay has accumulated, and Free now prefers not to communicate specific dates until the product is finalized.
This new Player could, however, hold some surprises. Indeed, it would not be exclusive to the Freebox Ultra, which suggests a broader offer for Free subscribers. This could mean that the box would be compatible with other Freebox models, or even be offered to a wider customer base outside of just the Freebox Ultra.
High expectations
While Free subscribers impatiently await the release of this new Player, the operator continues to refine its product to ensure that it meets market requirements and the high expectations of its users. Free has always stood out for its ability to innovate in the field of telecommunications, and this TV box should be no exception. The stakes are now high for the operator, who must both attract new users and satisfy already loyal customers, while offering a new experience adapted to new digital uses.
In the meantime, all that remains is to wait a little longer, in the hope that this new Player will confirm Free’s reputation for innovation.
