MUMBAI: Since its launch, Amazon Prime Video has emerged as a market leader in the OTT space. With its slew of original releases like Paatal Lok, Mirzapur, Inside Edge, Family Man, The Boys and others, it has created a strong community of loyal viewers. The platform is investing heavily in local content to continue its successful run in the country and working towards increasing access to high-quality entertainment for every Indian.
To further consolidate its position in the highly competitive streaming market, the platform has introduced Prime Video mobile edition – a mobile-only plan at an introductory price of Rs 89. With this, India is the first Amazon Prime country in the world to offer customers a mobile-only Prime Video plan. Powered by affordable data, the ubiquitous smartphone has become the country’s preferred screen for entertainment. Prime Video mobile edition is a single-user mobile-only plan, providing SD quality streaming to customers which is created especially for a mobile-first country like India. Prime Video is collaborating with Bharti Airtel (“Airtel”), India’s premier communications solutions provider, for the first roll-out of Prime Video mobile edition.
As part of the Prime Video mobile edition launch in India, all Airtel customers on bundled pre-paid packs can avail a 30-day free trial by simply signing up to Amazon from the Airtel Thanks app using their mobile number. After the 30 day-free trial, Airtel customers can continue to enjoy Prime Video Mobile Edition through pre-paid recharges starting at an introductory offer of Rs 89, to get 28-days of Prime Video Mobile Edition along with 6GB data or choose a Rs 299 pack of 28-day validity that includes Prime Video Mobile Edition along with unlimited calls, and data access of 1.5 GB per day.
Customers who want to get the complete Prime Video experience including multi-user access, streaming across devices including Smart TV and the ability to enjoy content in HD/UHD in addition to having access to other Prime benefits including ad-free music with Prime Music and free fast shipping on Amazon.in, will have the option of recharging with a 30-day Amazon Prime membership at Rs 131, or recharge with a Rs 349 pack of 28-day validity that includes Amazon Prime membership along with unlimited calling, and data access of two GB per day.
Amazon Prime Video Worldwide VP Jay Marine said, "India is one of our fastest growing territories in the world with very high engagement rates. Buoyed by this response, we want to double-down by offering our much-loved entertainment content to an even larger base of Indian customers.”
Amazon Prime Video India director and country general manager Gaurav Gandhi said, “Over the last four years, Prime Video has become the country’s most loved premium streaming service with viewership coming from over 4,300 towns and cities. The mobile edition initiative for Amazon is designed not just to give customers more choice (of plans) but also easy access to subscribe to Prime Video along with mobile data plans. We are happy to collaborate with Airtel as our first partner in India for Prime Video Mobile Edition."
Bharti Airtel CMO Shashwat Sharma said, “At Airtel, we are deeply passionate about delivering a differentiated experience to our customers through our Airtel Thanks program. We are happy to partner with Amazon to democratise quality digital entertainment in India by leveraging Airtel’s core strengths of quality customers, deep distribution and best-in-class network for video.”
Amazon director mobile business development Sameer Batra said, “We are delighted to have Airtel as our first roll-out partner for Prime Video Mobile Edition. This collaboration marks the deepening of the strategic association between Amazon and Airtel. Smartphones powered by pre-paid connections and affordable data are ubiquitous to a large base of Indian customers. We look forward to expanding the reach of our service to the entire pre-paid customer base in India.”
