Marketing offensive planned for Germany's Vodafone TV

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Vodafone Germany has acquired
25,000 subscribers for its 'Vodafone
TV' service launched last February, and
reports that it is currently signing up
300 to 400 new customers per day. Although the operator started with a low-key
launch, company CEO Fritz Joussen has now
indicated that with such an encouraging customer
response, Vodafone will start to market the service
more aggressively, with a large-scale marketing
campaign planned for the third quarter of this year. At launch the service offered around 50 channels in
the basic package, including all of the country's
free-to-air channels and those operated by the
groups RTL and ProSiebenSat. Vodafone TV also
enables users to access satellite or analogue cable
TV services, Vodafone's video-on-demand service 'Videothek', and several foreign-language
packages. The Vodafone TV Center box comes with a 320 GB
hard drive, and at launch Vodafone offered a triple-
play package including 16 Mbps DSL broadband,
unlimited calls to fixed-lines in Germany and the
basic TV package, priced at € 39.95 per month for the first year. Vodafone will have its work cut out however if it is
to catch up with market leader Deutsche Telekom,
which had reached 1.257mn active customers for
its IPTV service 'T-Home Entertain' by the end of
March, up from 1.156mn at the end of 2010. To read our recent interview with Matthias Kroemer,
Global Head of Marketing, Video and Connected
Home at Vodafone,


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