Proximus launches new brand positioning, updates TV service as Pickx

Nieuws Algemeen België 13 JUN 2019
Proximus launches new brand positioning, updates TV service as Pickx

Belgian operator Proximus has announced a new brand positioning, aimed at better responding to the digital demands of customers, the company said. In addition to the new tagline 'Think Possible', to highlight the possibilities of digital transformation, the company presented a new TV interface called Pickx, which will open the way to more third-party apps and services such as smart advertising and cloud gaming. 

This is the first brand refresh for the company since 2014, when it changed from the name Belgacom and adopted the slogan 'Altijd dichtbij/Infiniement proche'. The new slogan will appear only in English. 

Pickx: TV everywhere

Proximus also presented an overhaul of its TV interface. Proximus TV is now called Proximus Pickx and is focused on providing subscribers with access wherever they are, via the home decoder, the web or smartphone/tablet apps. 

The Pickx interface features a TV guide, content suggestions and access to live and catch-up TV and VoD services. It will also incorporate features of the former Skynet news portal, with articles and videos in categories such as films, series, showbiz, music, sport, kids and general news. Most pages will also feature competitions, for customers to win prizes such as concert tickets, gadgets, vacations, VoD films or music. Proximus will develop 'smart ads' alongside the content based on individual customer interests, as well as introduce personalised content suggestions. 

Android P box

The operator also confirmed that a new V7 version of its set-top box will launch later this autumn, with features such as 4K, integrated Chromecast, voice controls and up to 400 hours cloud recording. It will run the Android P OS, making it easier for customers to install third-party apps such as Youtube or Spotify. Proximus also partnered with the French start-up Blade to offer access to its cloud gaming service over the TV box.

The new positioning also comes with the launch of a customer loyalty programme called Enjoy!. This will offer customers discounts or priority access to cultural events such as films, sports, family outings, exhibitions and concerts. The company said all customers will benefit from the programme, which will launch on 24 June.  

Categories:

Algemeen

Companies:

Proximus

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België

Tags:

Launch, Portals / social media, Advertising services, Corporate strategy, Marketing - Branding

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