Samsung initiates the end of TV boxes at Free, Orange, SFR and Bouygues

With the addition of SFR TV, apps from major internet service providers (ISPs) like Free, Orange, SFR and Bouygues Telecom are now available directly on Samsung TVs. So you can do without a TV box.

Did you know ? The television revolution could well be underway thanks to Samsung. The South Korean company indeed offers an interesting alternative to the traditional TV box. Through its Tizen operating system, integrated into its televisions, it offers the possibility of taking advantage of SFR TV, as well as applications from other main Internet service providers (ISPs) such as Orange, Free (via the Oqee application) and Bouygues Telecom. You no longer need a TV box to access the channels offered with your subscription. Indeed, SFR TV has just been added to the list, which now makes it possible to offer (on the official store) applications for the four largest ISPs. On the other hand, this is not the case for RED SFR customers, at least for the moment.

So why is this long-awaited technological transformation only happening now? After all, the dematerialization of the TV box has been technically possible for more than a decade. The answer to this question arguably lies in Samsung’s bargaining power. As the largest television manufacturer in the world, and in particular number 1 in France in terms of sales and installed base, Samsung has a significant influence with operators.

Marie Legrand, representative of Samsung France, explained to us: “ It’s a question of simplifying multiscreen, without an additional TV box. “. The idea is to avoid the multiplication of boxes and the connections associated with them, especially in homes where several televisions are present. In addition, these applications offer replay, start-over and even VOD channels. However, the video definition is currently limited to Full HD on all applications from all ISPs.

Samsung also tells us that it is the ” number 1 in France in sales and installed base. It is precisely this dominance that gives Samsung considerable leverage when negotiating with Internet Service Providers (ISPs). ISPs, aware of the large installed base of Samsung, the leading TV seller in France, are indeed more inclined to invest in the development of applications for Samsung’s Tizen OS, despite the associated cost. The existence of an in-house OS, the Tizen system, also gives Samsung a significant advantage in negotiating with operators.

Surely, Samsung has understood the strategic interest of supporting the development of the applications in question. By the way, Samsung has certainly also participated in the development of the applications. By injecting funds into these projects, the South Korean company not only ensures that it enriches the ecosystem of its OS Tizen, but also creates added value for consumers.

Indeed, having a complete catalog of applications is a major asset in the competitive world of connected televisions. This allows Samsung to differentiate itself from its competitors and provide a richer and more personalized user experience. With direct access to apps from major ISPs on their TV, consumers benefit from greater flexibility and a simplified TV experience.

The end of TV boxes?

However, is it realistic to imagine a total disappearance of TV boxes? For now, it looks like it will still take some time. To achieve this, it would be necessary to develop applications adapted to all ecosystems: Google TV, tvOS, webOS, and even the proprietary OS of certain manufacturers. Additionally, these apps currently remain limited in functionality and streaming quality (no 4K), improvements that will cost ISPs dearly.

It should not be forgotten that ISPs do not necessarily have an interest in eliminating the box from their catalog: it generates revenue for them, makes it possible to retain their subscribers by locking them into an ecosystem, and above all, provides them with a wealth of data. valuable use.

However, the dematerialized box has many advantages: more ecological, less energy-consuming… And some companies, like Free with its Oqee application, have already taken the plunge, offering their services on various platforms, from Apple TV to Android devices.

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Stop paying for an unnecessary TV box

However, there is a catch in all of this. Even though Samsung makes it possible to eliminate the TV box from your living room, that doesn’t mean you’re necessarily going to save on your monthly bill. Indeed, most Internet service providers (ISPs) do not offer an option to do without their TV box and in return benefit from a reduction on the subscription. It’s a bit like continuing to pay for a service you no longer use… curious, isn’t it?

That said, it would be quite logical to imagine a scenario where, in the absence of a TV box, subscribers could benefit from a reduction. After all, less hardware means less production, distribution, maintenance and replacement costs for ISPs. These savings could theoretically be passed on to the consumer.

For now, however, this is not a reality. Subscribers who choose to do without their TV box still have to pay for a device they don’t need. It would appear that, for now, ISPs would rather maintain the status quo than adapt to changing technology.

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