As video-on-demand (VOD) services becomes more competitive, MTN FrontRow is not resting on its laurels. By Gugu Lourie
The VOD platform owned by MTN is reducing the prices on its services again. This is part of its continuous strategy to retain and attract customers on its VOD services.
MTN FrontRow is targeting a niche market with its VOD services.
MTN FrontRow said on Thursday it was reducing prices of its VOD services until 31 January 2016.
“New and existing subscribers on any mobile network can now watch unlimited TV series and movies on MTN FrontRow Club for only R99 per month until 31 January 2016. MTN subscribers will also still enjoy free, unlimited data for streaming,” Ashley Ramroop from MTN FrontRow said in an email to customers on Thursday.
Two months ago, MTN slashed prices of its MTN FrontRow to R119/month down from R179/month.
MTN FrontRow allows subscribers access to thousands of movies and television series on up to five different devices – one device at a time.
Mobile phone operators may have an advantage in delivering subscription-based VoD because they control the cellular handset, which provides customers with the opportunity to stream and consume content whenever and wherever they are, unrestricted by broadcast schedules.
The country’s biggest pay-TV operator MultiChoice also provides the same services to its premium clients through DStv BoxOffice. While Altech Node, owned by JSE-listed Altron, provides subscription at R299 a month for access to older movies and TV shows, and newer movies are available for rental at between R15 and R25.
The VOD market is hotting up in South Africa and is seeing new players such as OntapTV and ShowMax targeting users. Neflix is rumoured to be targeting to enter the local market in 2016.
MTN FrontRow, one of the first movers in VOD market, has it has zero rated the data usage for streaming content on its platform. The decision to zero rate data usage means that MTN customers who are subscribed to FrontRow can watch thousands of their favourite movies and TV series available on the FrontRow bouquet without incurring any data costs.
Last month, VIDI, South Africa’s first VOD streaming service, said it was offering anyone who registers on its website the chance to enter a competition to win a 2015 Ferrari 458 Spider worth more than R5 million rand.
Meanwhile, South African-based Tuluntulu – a mobile streaming platform app that enables its users to watch TV anywhere and anytime – has now been downloaded over 210,000 times in 154 countries.