The set-top box is one of the most disliked pieces of hardware in a household. Why? It doesn’t add any real value, only an additional remote. So adding more power to tv sets is a very helpful step (and some manufacturers are already talking about their quad-core tv sets). And going STB less sounds like it’s not just removing a box, but some wiring headaches as well:
Once the smart TV is connected to the internet it recognises the IPTV provider that the customer is using. The IPTV interface will then automatically appear and the settings will be configured without intervention by the customer.
The first mover was TeliaSonera, which plans to introduce the concept to Elion subscribers in Estonia, with the next being Belgacom (via Samsung comes over the horizon).
Sounds like this is one of the rare use cases, when a smart tv app is a sensible way to go.