Amazon Prime is doubling down on one of the video streaming service’s biggest strengths: aggressive pricing.
The e-commerce giant on Wednesday launched Prime Video Mobile Edition, a more affordable tier of on-demand video streaming service – now including additional perks.
Prime Video Mobile Edition, for which Amazon has partnered with Indian telecom network Airtel, will use 28-day mobile-only, single-user, standard definition (SD) for customers in India for Rs 89 ($ 1.22) . This tier will also include 6GB of mobile data which customers can consume during the subscription period. For anyone subscribing to the Prime Video mobile version, Amazon says it will be taking the tab for the first month.
The new Pradhan Video Scheme is currently available only in India. It is launched two years after Netflix Unveiled a similar scheme in India.
Affordable pricing is critical for on-demand steaming services, which are looking to create the world’s second largest Internet market in India. Even today there are more than 700 million users online in the country, only a fraction of them currently use digital subscriptions. In a recent report to clients, analysts at Goldman Sachs estimated that the gaming, and video streaming market in India could exceed $ 5 billion in gross value transactions by FY14.
“India is one of our fastest growing regions in the world with a very high engagement rate. Encouraged by this response, we intend to double it by offering our much-awaited entertainment content to a large base of Indian customers. Given the high mobile broadband penetration in the country, mobile phones have become one of the most widely used streaming devices, ”Jay Marine, vice president, Amazon Prime Video Worldwide, said in a statement.
Airtel is the first roll-out partner for the Prime Video mobile version, and suggested that it may tie up with other telecom giants as it “expands the reach of our service to the entire pre-paid customer base in India” Look forward to Sameer Batra, director of mobile business development at Amazon, said. There is no word on whether Amazon plans to expand the Prime Video mobile version outside India.
More to follow…