The high cost of the set top box coupled with the costs for installation and provisioning of a managed network make the business case for IP delivered television solutions difficult. 

Hence the tv2u approach is to enable a unicast video delivered solution, leveraging consumer owned devices to fundamentally change the business case for television.

When this is combined with a cloud based solution pre-integrated with a content offer, costs can be shared amongst multiple operators. This means that prospective operators adopting the tv2u approach to interactive television can enter the market with a radically different OPEX based business case, that allows them to mitigate a great deal of operational risk and come in at a fundamentally different price point to conventional triple play services providers.