The Smart TV Alliance offers the TV manufacturers the possibility to coordinate their portals and applications. A portal-wide infrastructure allows applications to be programmed and integrated into all terminals. So far, TP Vision, Loewe, Toshiba and LG are represented in the Alliance.
CONNECTED HOME: The plans and improvement possibilities sound good, but what changes will the Toshiba online portal experience by joining the Alliance in the future?
Frank Eschholz: At the moment it is still a bit premature to talk about the development of the individual Smart TV surfaces by the Smart TV Alliance. We are aware that we will change something, but further details will follow.
CONNECTED HOME: Will all online portals of TV manufacturers in the Alliance look the same in the future?
Frank Eschholz: The surfaces of the manufacturers will certainly not look the same. This would be roughly comparable to the fact that all computer manufacturers would install the same operating system, say Windows. Despite the Alliance, manufacturers in the TV industry must also continue to differentiate themselves in order to have a purchase argument against another device.
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Toshiba will continue to be individualized by its design and usability. While many will offer the same applications and gadgets, the design will remain individual.
CONNECTED HOME: When will industry as well as end users see the new and revised online portal of Toshiba?
Frank Eschholz: We expect the first devices to come on the market with decisive changes in 2013. As every year, we present our latest products at Toshiba World in March. Here, users will also see for the first time how our Smart TV interface will look. Until then, we can still remain curious about what changes to join the Smart TV Alliance.
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