Airtel to tie up with Amazon to boost content distribution
What's the story
Bharti Airtel and Amazon are set to enter into a deal which will allow Airtel to distribute the American e-commerce giant's content through its Airtel TV app. Post-paid Airtel users will also get a free Amazon Prime Video subscription. Launch timelines haven't been decided yet, but given that beta testing is already on, it's safe to say that launch is imminent.
Competition
Content has taken an important role in India's telecom sector
Content is becoming an increasingly important factor in India's intensely competitive telecom sector. Through the deal, Airtel is trying to compete with rival Reliance Jio which already provides free access to its digital content including TV, video on demand, music streaming, and cloud storage, all of which come bundled with mobile services. Vodafone India and Idea Cellular have also been entering into content tie-ups.
Airtel tie-ups
How Airtel is looking to improve content offerings
Airtel will be offering 12 months of free Amazon Prime Video subscription to customers who opt for its myPlan Infinity Postpaid plans which start from Rs. 500. Currently, Amazon offers its Prime service, including both video and e-commerce benefits, for Rs. 999 a year. Airtel also recently acquired a stake in Juggernaut Books to provide e-books, e-magazines, movies, and music to customers.
Airtel's play
Airtel is looking to sweeten its offering to customers
To sweeten its offering to customers, Airtel has made all its content on Airtel TV freely available to post-paid and pre-paid users till June 2018. Additionally, Airtel has also added to its content buffet by adding more than 300 TV channels and over 6,000 popular movies and TV shows on its Airtel TV app.
Vodafone & Idea
Vodafone strengthening its offering as it heads towards Idea merger
Vodafone India, the country's second largest mobile service provider after Airtel, had joined hands with Amazon for its Prime service earlier this year. Vodafone also offers free subscriptions to Neftlix and Magzter to customers of its 'RED' subscription plan. Meanwhile, Idea Cellular is also offering access to news and e-magazines through its partnership with Magzter. Vodafone and Idea now stand poised for a merger.