ITV

Tag: Mobile only plan

  • Netflix tests ‘Mobile+’ plan in India priced at Rs 299 a month

    Netflix tests ‘Mobile+’ plan in India priced at Rs 299 a month

    KOLKATA: Over the last two years, streaming giant Netflix has been experimenting with its pricing model as well as marketing strategy in India. After seeing massive success of its first mobile only plan, the company is testing “Mobile+” plan at Rs 299 per month.

    “We launched the mobile plan in India to make it easier for anyone with a smartphone to enjoy Netflix. We want to see if members like the added choice Mobile+ brings. We’ll only roll it out long-term if they do,” a Netflix spokesperson told Indiantelevision.com.

    The Rs 299 plan lets users stream content in HD quality on one screen at a time, be it mobile, tablet, or desktop/laptop.

    India was the first country where the streaming service launched its mobile only plan at Rs 199 per month in July 2019. The existing mobile plan supports streaming in SD only on a single mobile device at a time. Notably, Netflix members in India watch more on their mobiles than subscribers anywhere else in the world. Post the launch, the streamer stated the ambitious low-priced mobile plan saw better uptake than the initial testing suggested.

    All markets or households don’t have wired broadband connection yet but most of them have a good smartphone and high-speed mobile data. Hence, the new plan, if launched, will give more options to consumers. However, if consumers don’t find value in it, Netflix will not roll it out more widely.

    Netflix recently unveiled its impressive 2021 line up of 40 plus originals. “Everyone has different taste, different preferences, different moods and they watch Netflix on different devices. Whether you are watching alone or with your family, whether you have 20 minutes or two hours, we work hard to make sure Netflix always has something great for you. This is exactly why we create so many stories across genres, languages, formats for you to choose. This year we are ready to take our next big leap to entertain India,” Netflix India vice president content Monika Shergill said.

  • Netflix’s Rs 349 mobile+ plan not a game changer but can boost subscriptions

    Netflix’s Rs 349 mobile+ plan not a game changer but can boost subscriptions

    KOLKATA: Netflix took its first step to appear as an affordable streaming service last year with the launch of its Rs 199 mobile-only plan. Global executives have spoken of its success repeatedly and implemented similar plans in other markets. Now, it is testing a new Rs 349 plan targeting smartphone users which will allow users to stream HD.

    "We launched the mobile plan in India to make it easier for anyone with a smartphone to enjoy Netflix. We want to see if members like the added choice this offer brings. We’ll only roll it out long-term if they do,” a Netflix spokesperson clarified. 

    Experts believe it will position Netflix stronger in the competitive ecosystem given the large number of smartphone users in the country. SBICap Securities institutional equity research head Rajiv Sharma mentions that all markets or households don’t have wired broadband connection but most of them have a good smartphone and high-speed mobile data. According to him, there is a segment which has an appetite for that plan. Although it will be a niche segment to begin with, depending on the additional offerings it may make a difference, he adds.

    Sharma also says that it’s coinciding with the announcement of the 17 new originals. Hence, these fresh stories can result in a good pick-up. He mentions that the company has to monetise 17 originals by increasing subscriber base and recurring revenue.

    The Rs 199 plan, the cheapest offering from Netflix in India, comes with standard definition (SD) and only allows users to stream on their smartphones or tablets. On the contrary, the upgraded version of the mobile plan will let users to stream content additionally also on computers with HD. 

    Elara Capital VP – research analyst (Media) Karan Taurani says that this new plan which is under testing will definitely not be a game-changer like the Rs 199 plan but it is a good move from the marketing perspective. Segmentation of subscriptions into different price-points will help to communicate with different audiences. He also adds while Netflix mostly has a premium audience, if it is rolled out it will be attractive for low and mid users who have a smartphone. 

    "It’s consistent with this broad theme and goal that we have, which is seeking effective ways to make the Netflix service more accessible. And it certainly has been performing the way that we've expected, which is that it is a significant increase and acceleration in being able to add new members. But also that it's doing it at a way which is, from a revenue perspective, neutral to positive, which we think is a really great position to be in the long term for the business,” Netflix COO and chief product officer Gregory Peters commented earlier on the mobile plans.

  • Netflix starts testing Rs 65 mobile-only weekly plan for Indian users

    Netflix starts testing Rs 65 mobile-only weekly plan for Indian users

    MUMBAI: Taking note of mobile’s popularity for digital content consumption, streaming giant Netflix has started testing mobile-only subscription plans in India. According to media reports, the company has started testing a mobile-only weekly plan priced at Rs 65 in the country. However, it has also been confirmed by the OTT platform that it is only a test, not a price cut.

    Although users will get access to the entire catalogue of films and TV shows under this plan, it does not offer HD or Ultra HD content. The mobile-only plan will allow users to access the platform on mobile phone and tablet but only on one screen at a time.

    Last month, it was reported that Netflix is testing a mobile-only monthly plan priced at Rs 250 for users in India. According to reports, the plan will be rolled out to everyone in phases.

    "We are always looking for ways to make Netflix more enjoyable and accessible. We will be testing different options in select countries where members can, for example, watch Netflix on their mobile devices for a lower price and subscribe in shorter increments of time. Not everyone will see these options and we may never roll out these specific plans beyond the tests," the company also said.

    Netflix has significantly upped its game in India since last year. Along with launching hits like Sacred Games, it has also come up with original movies. But in India, it is competing with a number of homegrown players such as ZEE5, Voot, ALTBalaji along with its international rival Amazon Prime Video.