MTN has just upped the ante in the developing war with rival video-on-demand (VOD) operators by announcing that it will zero-rate data usage for those streaming content on its FrontRow service.
The VOD market in South Africa has become incredibly competitive in recent months, even before Netflix — which is expected to launch in South Africa in 2016 — arrives.
First, Times Media Group launched Vidi, and it was followed by MTN with FrontRow and Naspers with ShowMax, with Hong Kong-based PCCW Global set to launch a service in the local market next week.
MTN’s decision to zero-rate data usage means the operator’s customers can watch video content streamed over its network without incurring any data costs, it said.
FrontRow offers 2 300 hours of content, including popular shows such as The Office, Sherlock, 30 Rock and Mad Men, along with movies, music videos, children’s programming and documentaries.
“The decision to zero-rate data usage on FrontRow is part of our strategic intent of offering a distinct customer experience and enhancing our current VOD services,” said MTN South Africa sales and marketing executive Larry Annetts in a media statement.
“The high data costs are a major barrier for entry for consumers into the VOD space. We believe that this proposition will enable hard-pressed consumers to access the latest movies and TV series without having to worry about bill shock.”
The move comes after MTN reduced the price of a FrontRow subscription to R119/month.
FrontRow, which is operated by Discover Digital, claims it is the only VOD service in South Africa to have all six major Hollywood studios represented in its catalogue. — © 2015 NewsCentral Media
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