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A1 Telekom Austria

Strong Brand

A1 Telekom Austria is the most important supplier of telecommunication services in Austria. It is a 100% subsidiary of the Telekom Austria Group, and operates in a total of 8 CEE (central and eastern Europe) companies. A1 Telekom’s strategy for enhancing its leading position in the region is based upon innovation and branding. The strategy’s focuses are offering customer-centered solutions and ensuring an optimal intermeshing among the Group’s products.

Spirit Design worked on a variety of projects undertaken by mobilkom austria and by Telekom Austria prior to their merging. We continue to support the development of visions of market-oriented innovations and of products and services-based solutions undertaken by A1 Telekom Austria’s executive board and by its innovation and product managers.

Strategie Connected Home

Strategy: Connected Home

Sustainable innovations

Our consulting services for A1 Telekom Austria comprise the formulation of visions and the development of innovations. Such commissions have entailed the deployment of designs to visualize these visions. This, in turn, has led to the creation of an image that was accessible for both the company’s executive board and its project directors. This accessibility led to the visions and projects of their implementation’s being optimally furthered by all parts of the company. This, in turn, constituted a firm foundation for the implementation’s being purposefully and efficiently achieved.

Since 2007, we have been supporting A1 Telekom Austria’s development of its “connected home” strategy. This strategy is designed to offer customers high-quality services complementing the company’s range of speech and data transmission ones. Our support has taken the form of the formulation of a strategy for the design of products and services needed by households in the years to come. To this end, a variety of workshops were held with innovation and product managers. These fostered the development and visualization of interfaces and end-devices.

Innovative home entertainment

A thrust of this strategy of product development was serving the entertainment area, which is a key target of the company’s TV-related offerings. One of these is A1 TV, which was launched on October 16, 2012. This innovative product furthers the company’s “connected home” strategy. The thrust of this strategy is creating designs integrating products and services, and thus yielding an optimal level of usability.

Spirit Design worked closely with A1 Telekom’s technical staff to establish the requirements to be met by the corresponding end-devices. These devices – destined for use in customer households – were given a top-to-bottom VPL (visual product language) manifesting these requirements and needs.


Visual Product Language

Visual Product Language (VPL)

Offering users an end-to-end experience

We worked closely with the company to create a VPL (visual product language). It has been applied to all hardware produced by A1 Telekom. The VPL’s purposes are to offer users a wrap-around experience and to remind them of which devices in the household stem from A1 Telekom. This new language of forms is thus found in all products. It makes their innovative and intermeshed functions visual and palpable.

The core characterizing the VPL is formed by its pared-down, straightforward image. This simplicity enables the products to optimally fit into the residential environments created by a wide variety of users. The VPL also permits the device to maintain its identity of being an independent part of A1 Telekom’s line of products. The products’ language of forms is comprised of such key

elements as the box, which serves as the primary form, as well as the secondary ones of dichotomous elements (shell and core; black and white, and facets and radii). Their repetition guarantees the optimal recognition and brand adherence of the products. The brand relaunch undertaken by A1 Telekom in 2012 made optimal use of the design language developed by us and of the corresponding synergies.

Set top box and remote control

Set top box and remote control

Innovatively meeting customer needs

The initial application of new VPL (visual product language) was in the set-top box for the A1 TV. This application, in turn, formed part of the implementation of the “connected home” strategy. The launch of the device in 2009 was followed by a relaunch in 2012 of an updated version.

The device’s remote control was also designed by Spirit Design. This design optimally expressed the user’s surface and navigation logic developed for the new A1 TV by A1 Telekom Austria. The design enables an even greater ease of operation. This is achieved by an improved menu use.

Mediabox Recorder

Mediabox recorder

More than just TV

As had been the case with the device’s predecessors, Spirit Design and A1 Telekom Austria joined to develop the design and functions of the Mediabox recorder. This is the lead product in the updated portfolio of home entertainment offerings – going by the name “new A1 TV” - provided by the company. All feature the appealing design language set for the portfolio. The objective of the design process is to offer consumers attractive, high-quality items. This is achieved by integrating products and functionalities, and by applying usability design to all phases of product development. The Mediabox recorder includes a hard disk. This enables its supporting such attractive innovations as time-shifted television, which features the recording of programs.

The design is characterized by the interplay between the shell and core of the Mediabox recorder. The shell is white. It forms a layer covering a semi-transparent black core. This look alludes to the product’s quality and to the technological components it contains. The contrast between shell and core forms a key part of this high-quality look, as it conveys the broad range of functions offered by the product. The covering layer’s dynamic links constitute a visual allusion to circuits. These evoke the high-quality technologies featured by the Mediabox recorder, thus identifying it as being a top product.

The dropped-down front imparts a touch of elegance to the device. It is also improves its ventilation, thus enabling it to perform at a very high level. The arraying of the functional keys ensures an ease of operation and optimal usability. This is achieved by the covering of rarely-used operating elements.



Unimpaired and unlimited surfing pleasure

The A1 WLAN Box lets the customer surf the Internet in comfort and security. Its design incorporates the Visual Product Language (see above) that we developed for A1 and which was derived from a set of basic principles, and which has become characteristic of it. The selection and interior array of the electronic components had already been determined.

That gave us limited room for designing. The special challenge stemmed from the parlaying of these technical requirements into a maximum of recognizability, user experience and usability.

The WLAN Box has a black core and a white sheath. It thus optimally fits in the product language of A1 Telekom.

Its resemblance to a book communicates the fact that it transports a large amount of data. The clearly visible ventilation slits manifest the high performance achieved by the device. The icons – also developed by us - in the operating menu correspond to A1's typography. The icons avail themselves in a specific way in the font especially employed by A1.

An especial focus of ours during the designing of the WLAN Box was, in addition to emphasizing the branding, achieving operator-friendliness. The visual design – featuring a use of signal colors – improved the design's usability. The integration of a wall-mounting option ensures the flexibility of assembly.