According to CEO Ferdinand Maier, the majority of multi-button remote control devices have become unnecessarily complicated, and intuitive ways of navigating and selecting from content menus need to be created to enhance the user experience. “New interaction techniques for TV are currently a hot industry topic, yet while we do not dismiss these as methods of enhancing the navigation and discovery experience, they will not replace remote control devices,” said Maier. “People at home do not want to move away from the experience they are used to and they enjoy, but they should be encouraged and allowed to interact with their services in a more natural and enjoyable way. At Ruwido we understand that the next generation of TV services must enable the user to feel comfortable and that every way of navigation has to be used in the right context.”