We are Tad Alertebat, a young and ambitious technology startup based in Dubai. Our journey began with a simple vision: to make premium entertainment accessible, enjoyable, and truly local for households across the region. Today, we are a small but highly specialized team, of engineers, product designers, and strategists, approximately 50 in total, including 35 in our Product & Tech teams, united by the belief that innovation should be practical, human‑centered, and scalable. We bring the energy and agility of a startup, backed by years of hard‑won experience in building real products for real users.

At our core, we build smart entertainment ecosystems that bring content closer to users. Through our flagship platform powered by netOS we deliver devices, operating systems, and a dedicated app store that enable VoD and content providers to reach audiences directly. Our expertise spans Android TV customization, turnkey hardware solutions, and seamless content integration. Whether it’s a localized user interface, a co-branded streaming device, or a tailored app store with built-in payments, we focus on delivering practical solutions that work on day one.

As we expand into GCC, Iraq, and the Kurdistan Region, our goal is simple: to create mutual value with our partners. We don’t see ourselves as just a hardware vendor or software supplier, we are builders of ecosystems, co-creators of growth. Together, we can unlock new audiences, new revenues, and new experiences, shaping the future of entertainment across the region.

netOS is our AOSP-based TV operating system that communicates with users through its dedicated interface (netUI), a UX layer designed to make the experience distinctive, local, and family-friendly. Within this ecosystem, the NetStore app marketplace and native payments (NetPayment) are built in, enabling partners to launch co-branded/white-label devices and services.

Core netUI features: Launcher, Store & Keyboard
Experience layer: Localized UX (FA/EN/AR/TR/KU), family profiles and parental controls, unified search, voice/remote integration, Android/iOS casting.
Commerce & growth: in-app payments via NetPayment (QR pay, SMS link, BNPL), subscriptions/vouchers, promotions, and featured placements.
Development & operations: SDKs and APIs, single sign-on (SSO: “Login with NetBox”), analytics & reporting, OTA updates, logs and telemetry.
Localization & content: Regional content curation, right-to-left (RTL) support, localized fonts and input methods.