German platform operator HD+ combines satellite TV with IP streaming, and its revised app is integrated into 80% of all new UHD TV sets sold in Germany today. In this session, Lennart Sohst, Chief Architect for Consumer Electronics Services at HD+, explains why the company chose HbbTV Operator Application as the technical basis for an operator direct-to-TV strategy that presents its service as the primary application on television sets without the need for a set-top box. This presentation outlines the thinking behind this unique approach. We will also hear how HD+ implemented HbbTV OpApp with many different television manufacturers in a retail market.