Publié le 27 avril 2010, modifié le 6 novembre 2014.
Par La Rédaction

Question to Shashi Fernando, CEO of Saffron Digital.

Publié le 27 avril 2010, modifié le 6 novembre 2014.
Par La Rédaction


 What is the strategy ?
T-Mobile's VOD+ service has really struck a chord with consumers since it was launched in July last year. What distinguishes VOD+ is that the customer can watch movies on the device that suits them. When they’re out and about they can watch on the mobile or they can resume on PC for a larger screen for longer viewing times. This plays into T-Mobile's strategy of connecting the consumer wherever they are – through dongles/mobile and home – they are able to access/watch their film and TV anywhere, anytime. 

The fact that you can pause and resume across both devices makes the experience much easier for consumers to manage."“In this promotion with HTC and T-Mobile, HTC is able to differentiate its device and can offer T-Mobile an innovative tool to use in their partnership. For T-Mobile, the HTC promotion highlights the value of the VOD+ service on a new device with great video capability.” 

Why use mobile? “Mobile is an excellent mechanic for purchasing digital content, because customers can pay directly and securely on their phone bill. The value of this particular VOD+ service is that it enables users to view their movies across mobile and PC: mobile while they’re on the move, and on PC when they’re at home or they just want to switch to a bigger screen.” 

How does this work? “In-store and poster promotions have displayed the mechanic by which customers can activate the service: T-Mobile users, having bought their HTC Desire, can simply text DESIRE to 3030. This generates a message back with a link to the complimentary Warner Bros movie service."
“Customer who do not use the SMS to activate the promotion will automatically be targeted by SMS from T-Mobile – again inviting them to link to the mobile internet destination where the promotion is hosted.”

Is this available on all smartphone devices? “This specific promotion offering Warner Bros movies is only available on the HTC Desire. However, Saffron Digital’s VOD+ service is available on T-Mobile for most of the smartphones available in the UK.”

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