When you use an alphatronics television, you see the finished product. Behind it, however, are countless decisions, experiences, and convictions that shape our daily work. Today, Timo Kehl and Johannes Borig lead the company as two managing directors who bring different strengths and perspectives, but share a common goal: to create mobile entertainment at the highest level.
In this conversation, both provide insights into their motivation, the challenges of the industry, and the question of why alphatronics still consistently relies on its own developments today. It quickly becomes clear that behind every product is far more than just technology. This is about quality, responsibility, and the passion to make things a little better every time.
MR. BORIG – WHY DOES ALPHATRONICS STILL RELY ON ITS OWN DEVELOPMENTS TODAY?
Johannes Borig:
Because the requirements for a mobile television are fundamentally different from those for a device used at home. Of course, we’re familiar with the numerous standard platforms and manufacturing solutions available worldwide today—particularly in Asia. We also monitor these developments very closely and use them as an important reference for our own work. However, many of these solutions have not convinced us when it comes to the critical requirements of mobile use.
A motorhome, truck, or yacht presents challenges for a television that hardly matter in a living room. We’re talking about strong voltage fluctuations, different onboard electrical systems, vibrations while driving, limited energy reserves, and varying reception conditions across different European countries. Add to that high demands for long-term reliability, as many of our devices are used daily for years.
That’s why we develop core components like our mainboards ourselves and consistently adapt them to the requirements of mobile use. This allows us to implement functions that would often not be possible—or only possible to a limited extent—with standard platforms. Examples include our extended voltage ranges, support for active DVB-T2 antennas with 5V power supply, PVR and timeshift functions through larger memory resources, and our specially tuned protection circuits for operation on 12V and 24V onboard electrical systems.
With the switch to webOS Hub, we’ve also gained a strong software partner. While LG provides the operating system platform and continuously develops it further, we can focus entirely on developing the hardware and optimally adapting it for mobile use. This allows us to combine the advantages of a globally established Smart TV platform with our own hardware expertise.
For us, in-house development means not just technology, but also the freedom to implement new ideas. Whether it’s our SLA-32 W4K as the first mobile 4K Ultra HD television with 12V power supply, the development of our new QVIEW models with OLED panel technology, or the continuous advancement of audio and product design—many of these innovations would not be possible without our own development work.
Of course, this path is more demanding. But that’s exactly where we see our strength: developing products that aren’t simply adapted for mobile use, but designed for it from the ground up.
MR. KEHL – HOW IMPORTANT IS THE NUREMBERG LOCATION FOR YOU?
Timo Kehl:
The Nuremberg location is far more than just a company site for us—it’s a central part of our identity. Since the founding of alphatronics, we’ve been developing, assembling, testing, and shipping our products from here. We’re very proud of that, because only through the close integration of all areas at one location can we ensure the high quality standards our customers expect from us.
Of course, we also source certain components like panels or chipsets from international partners today. However, the critical steps around development, product adaptation, assembly, quality testing, and approval all take place here in Nuremberg. This allows us to maintain control over our processes and ensure that our televisions meet the special requirements of mobile use.
At the same time, we benefit from an environment that has been closely connected to consumer electronics for decades. Nuremberg and the metropolitan region have traditionally stood for television and broadcasting technology through companies like Grundig or Metz. This environment gives us access to experienced specialists and valuable know-how that has grown over many years.
For us, “Developed in Nuremberg. Assembled in Nuremberg.” is therefore far more than a slogan. It’s a clear commitment to quality, responsibility, and the aspiration to build every television the way we ourselves would want to use it while traveling.
MR. KEHL – DO YOU FEEL THE PRESSURE FROM COMPETITION?
Timo Kehl:
Of course, but we view it positively. Competition ensures that you continuously question yourself, develop new ideas, and keep improving existing products. Especially in an industry that develops technologically as quickly as ours, standing still is not an option.
Our aspiration has never been to copy products or simply follow trends. Rather, we want to set our own accents and develop solutions that offer real added value for our customers. A good example of this is our new SLA line, with which we’ve deliberately taken new approaches to the interplay of design, sound quality, and technical features.
Particularly valuable is the close exchange with motorhome and vehicle manufacturers, dealers, and our end customers. These conversations frequently generate new ideas and impulses that flow directly into the development of future products.
We currently see a particular challenge in the spread of webOS Hub as a licensed Smart TV platform. Since several manufacturers now use the same software base, at first glance there’s often the impression that the devices are technically comparable. In reality, however, the critical differences lie in the hardware, system architecture, and functions specifically developed for mobile use.
Many customers don’t initially recognize that functions like PVR recording, timeshift, the active 5V power supply for DVB-T2 antennas, our extended protection circuits, or the mainboards specially developed for mobile use are by no means standard. But it’s precisely these details that make the difference in everyday use and show why a television for mobile use is far more than just a Smart TV with a camping logo.
MR. KEHL – WHERE DO YOU SEE ALPHATRONICS' MAIN SALES MARKET?
Timo Kehl:
Our core market is and remains the German-speaking region. We’ve been firmly rooted here for many years and have a strong network of vehicle manufacturers, retail partners, and end customers. Proximity to our customers is an important success factor for us and helps us adapt products specifically to market requirements.
At the same time, we also see great potential in other European countries. That’s why we work with strong local partners in important sales markets and popular travel destinations. Examples include Maxview in the UK or BMSAT in the Netherlands. Such partnerships enable us to successfully position our products outside the German-speaking region while ensuring reliable on-site service.
Beyond that, we continuously invest in adapting our products to respective national requirements. An example of this is support for Tivùsat for the Italian market. Since our televisions are fundamentally developed for Europe-wide use and are already installed in vehicles by numerous vehicle manufacturers, we have an excellent foundation for further international growth. Our goal is not to serve as many markets as possible, but to be successful in markets where our products offer real added value for customers.
MR. BORIG – WHAT MAKES GOOD SERVICE FOR YOU?
Johannes Borig:
Right from the start of my time at alphatronics in 2021, one message was particularly clearly conveyed to me: The customer is at the center of everything we do. This fundamental principle shapes our daily work to this day and is, for me, an essential part of our corporate culture.
Good service means above all accessibility, personal contacts, and the willingness to tackle even difficult concerns. Whether by email or phone—we want to not only give our customers an answer, but find a solution together. Especially when things don’t go smoothly, it shows how important personal service is. Of course, there are phases, such as at the start of vacation season or the beginning of the season, when even we reach our limits and customers sometimes need to be a bit patient.
A major advantage is our own service and repair department in Nuremberg. This allows us to handle many concerns directly and often help quickly and easily. In a time when many companies initially put you in queues or make it difficult to reach a contact person, we deliberately want to take a different path.
We’re particularly pleased about personal feedback—by phone, email, or at trade shows. When customers tell us that a problem was solved quickly or that they felt well taken care of, it confirms our commitment.
MR. BORIG – CAN YOU GIVE AN INSIGHT INTO WHAT MIGHT CHANGE IN THE TV SECTOR IN THE FUTURE?
Johannes Borig:
That’s actually one of the most difficult questions, because of course we can’t and don’t want to reveal too much about future developments yet. What I can say, however: The past years have shown how consistently we’ve developed our product portfolio. With innovations like our first mobile 4K Ultra HD television, the introduction of QVIEW technology, or the comprehensive design relaunch of the SLA line, we’ve set important milestones and brought new impulses to the market.
We will consistently continue down this path in the future. Together with our partners, we’re continuously working on new technologies, functions, and product concepts that will further improve mobile entertainment. This isn’t just about new display technologies, but equally about topics like user-friendliness, connectivity, sound quality, and the intelligent networking of our products.
Through close collaboration with LG and the joint further development of webOS Hub, exciting possibilities are also opening up for future functions and applications. Many ideas are already in development, and I’m convinced that we’ll be able to present our customers with some interesting innovations in the coming years. We’ll give the first insights at the Caravan Salon. I don’t want to reveal more at this point.
MR. BORIG – HOW IS THE NEW WEBOS HUB OPERATING SYSTEM BEING RECEIVED?
Johannes Borig:
For me personally, the switch from Android to webOS Hub was one of the most important development steps of recent years. As a long-time advocate of the LG operating system, I saw great potential in this platform early on. With the switch, we were able to not only adapt the user interface to a system that many customers already know from home, but also utilize the performance of our hardware much more effectively.
The long-term perspective was particularly important for us. In the Smart TV sector, the requirements from streaming providers are continuously increasing. Especially older Android versions are increasingly reaching their limits here, which can lead to restrictions with apps and services in the long term. Through collaboration with LG and the use of webOS Hub, we benefit from a professionally developed platform with long-term software support and direct licensing agreements with the major streaming providers.
Feedback from the market confirms this decision. Many customers find their way around immediately and appreciate the familiar operation they already know from their televisions at home. At the same time, they get a system that has been specially optimized for mobile use.
Of course, there are also areas where we see further potential. Especially with the app offering, I personally hope that more streaming providers will choose the platform in the future. Together with our contacts at LG, we’re working to continuously expand the attractiveness of webOS Hub.
The fact that numerous competitors now also rely on webOS Hub shows me that we took this step early and at the right time. However, the critical difference remains our own hardware development, with which we can specifically adapt the platform to the special requirements of mobile use.
WHAT DOES ALPHATRONICS MEAN TO YOU PERSONALLY IN ONE SENTENCE?
Timo Kehl:
alphatronics is for me a company that stays close to customers, acts pragmatically, and makes things possible with great passion that others often consider too demanding.
Johannes Borig:
alphatronics means to me transforming ideas into products, seeing challenges as opportunities, and shaping the future of mobile entertainment together with our customers.