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No doubt Martin Bouygues he prepared psychologically for the possibility of selling his telecom operator. But if it resolves, it will be having attempted a maximum of damage to society Xavier Niel. Bouygues Telecom is found today as the company most fragile two and a half years after the launch of Free Mobile. To attack Iliad, CEO of construction group began to aim at heart: its Freebox. And for that, he unsheathed Thursday, June 26, two weapons at the same time: the fiber version of its Sensation box and box for TV called Miami.
1. Doing forget 29.99 euros
Telecom operators have started for some time to depart from the original price of the Freebox since its launch in 2002, the famous 29.99. But up. With the advent of ultra-fast broadband and fiber, all added a few euros for the speed gained as well as for services. There are a few months, Bouygues Telecom has proposed a triple play box to 19.99 euros per month. Pricing present in Free but very discreetly marketed under the Alice brand. Bouygues Telecom is now preparing to commission its fiber box for 26.90 euros.
"We want to set a new benchmark price for internet is one of the staples," insisted Roussat Olivier, CEO of Bouygues Telecom. Please do not return to 29.99 euros! When they have their fiber network operators save 9 euros paid to Orange for the use of its copper network. A 26.99 euros, the offer is profitable, says the officer.
2. Partnering with Google
Technology proposed second box Thursday, June 26, the box "Miami" whose marketing is expected to fall, was designed with the American giant known for its search engine.
As SFR, Bouygues Telecom has selected last year to work with him on a new way to get internet on our televisions. Google, the Chrome browser and applications Play store have been adapted for this type of screen where they are easily accessible with a remote. System presented yesterday by Google at its annual conference for developers, where two French operators have been put forward.
All this is a big change when we look back at the birth of the Freebox. Xavier Niel had gone to California to try to see what electronics giant could produce the box "triple play" - TV, telephone and internet - he had in mind. Seeing that he was not, legend has it that, on an escalator Universal Studios, where he had gone to relax with his small team, he would have decided to do it alone. French operators have kept the habit of working each of their corner. It will not be necessarily the case at a time when Google but Apple trying to break with their own enclosures.
3. Bringing television, game publishers ...
What economic model for future box? So far, the Freebox as its competitors based on a simple system of remuneration: the monthly fee.
Martin Bouygues, deciding to play the price war on the material and the basic service, the gamble to find later income left after entering content partners. "43% of our fiber customers use video on demand" and said Olivier Roussat. Netflix video platform will be a priori present when an agreement has been reached.
In designing the Miami box, TF1, a sister company of the Bouygues group, there was pampered and games from Gameloft. Advertising resources perspectives?
Martin Bouygues is therefore a major challenge of opening the box! Remains to be seen if these major changes will enable it to attract massive amounts of subscribers, via fiber cheap either through the internet on our televisions.
The key will probably picture: the great strength of Xavier Niel , since the launch of the Freebox was winning the war communication and install the idea he proposed a revolution.