The service was launched two years ago and was aimed at younger viewers, who want to access televsion on any screen, anywhere, with an a la carte channel offering.
“We have seen that there is potential for this unique way of watching TV. Knippr was received enthusiastically at the time and was immediately embraced. As with many start-ups, you learn by doing and sometimes you come to the conclusion that you entered the market too early for the general public,” said Tisha van Lammeren, Director of Consumer Marketing at T-Mobile.
“With Knippr, we are addressing a target group that is too small. However, we still believe in a-la-carte OTT TV services, but to ensure our competitive position, we need to offer it in a more traditional, or bundled, form, by which we compromise on distinctiveness. We have learned a lot from this journey and are using the (technical) knowledge we have built up with Knippr to strengthen our challenger position in the market.”
An underlying problem for T-Mobile was the fact that it had two television product sin the market after it bought the IPTV service Vodafone Thuis, which was rebranded T-Mobile Thuis.