Company contribution
Company contribution
Beyond Connectivity
Anaitz Goia, B2B Strategy and Growth Director at AgileTV, explains why TV solutions for hotels & hospitals could become telecom’ s next growth engine
Few industries have embraced digital transformation as rapidly as telecommunications. For decades, operators built their businesses around one core service: connectivity. Every new generation of broadband and mobile technology created opportunities to attract customers, increase bandwidth and expand coverage.
But in 2026, connectivity alone is no longer enough. Networks have never been faster or more capable, yet revenue growth is becoming harder to sustain. Mature markets, intense competition and continued investment in fiber and 5G are putting pressure on margins, while connectivity is increasingly viewed as a commodity rather than a differentiator.
The message is clear: future growth will not come from selling more bandwidth. It will
14 EUROMEDIA come from delivering greater value. One opportunity remains underexploited:
TV and video services for B2B markets.
Hotels and hospitals are increasingly investing in digital experiences where TV and video play an important role. For telecommunications operators, this creates an opportunity to build on existing infrastructure, customer relationships and operational expertise to expand their video business into new markets.
The opportunity already exists. The challenge is capturing it without creating an entirely new layer of complexity.
Hospitality: delivering the digital experiences guests expect
Few industries illustrate changing customer expectations better than hospitality. Today’ s travelers no longer compare a hotel’ s television service only with another hotel’ s. They compare it with the experience they enjoy at home.
Streaming platforms, personalized recommendations, intuitive interfaces and seamless content discovery have transformed how audiences consume entertainment. Guests increasingly expect these same experiences when they stay in a hotel.
Television remains one of the most frequently used in-room services, but expectations have evolved. Guests want access to live TV, on-demand content, streaming applications, casting capabilities and intuitive, multilingual experiences.
Delivering all of this requires more than a screen in a hotel room. Behind the experience sits a complex ecosystem of content distribution, applications, devices, user management, integrations and ongoing technical support. For hotel groups operating across multiple properties, managing these systems can quickly become costly and operationally demanding.
This creates a natural opportunity for telecommunications operators.
Many already provide connectivity and technology services to hospitality businesses. By extending their capabilities into TV Solutions for Hotels, operators can become technology partners for the complete in-room entertainment experience rather than simply connectivity providers.
For operators, this means creating additional value from existing customer relationships while opening the door to recurring B2B revenue.
Healthcare: using video to improve the patient experience
Healthcare is another market where video is becoming increasingly relevant.