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Amazon introduces Prime Video Mobile Edition– a mobile-only plan

Shreoshree Chakrabarty January 13, 2021
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Amazon launches its worldwide first mobile-only plan Prime Video Mobile Edition to accelerate its efforts to increase access to high-quality entertainment for every Indian at an amazing introductory price of ₹89. With this offering for customers, India becomes the first Amazon Prime country in the world that offers a mobile-only Prime Video plan. The omnipresent smartphone powered by affordable data has become the country’s preferred screen for entertainment. Created especially for a mobile-first country like India, Prime Video Mobile Edition is a single-user mobile-only plan, providing SD quality streaming to customers. For the first roll-out of Prime Video Mobile Edition, Prime Video is collaborating with Bharti Airtel (“Airtel”).

A 30-day free trial can be availed by all Airtel customers on bundled pre-paid packs as a part of the Prime Video Mobile Edition launch in India. All you need to do is sign up to Amazon from the Airtel Thanks app using your mobile number. To enjoy Prime Video Mobile Edition after the 30-day free trial, Airtel customers can make prepaid recharges. The introductory offer includes 28-days of Prime Video Mobile Edition along with 6GB data at ₹89 and another one includes Prime Video Mobile Edition along with unlimited calls, data access of 1.5 GB per day at ₹299 pack for the same time span.

Customers will have the option of recharging with a 30-day Amazon Prime membership at ₹131 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. This will also give access to all Prime benefits including ad-free music with Prime Music and free fast delivery on Amazon.in, Prime Reading and other Prime benefits. A recharge with ₹349 pack of 28-day validity including Amazon Prime membership along with unlimited calling, data access of 2 GB per day is also available.

These recharges can be accessed over a million recharge points across the country or on the Airtel Thanks app. These offerings empower the customer with various choices and options to access Prime Video by providing unlimited access to Prime Video’s entire entertainment content library.

Jay Marine, Vice President, Amazon Prime Video Worldwide, 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. Given high mobile broadband penetration in the country, the mobile phone has become one of the most widely used streaming devices. With the launch of Prime Video Mobile Edition, we look forward to entertaining every Indian with our Exclusive and Original content.”

Gaurav Gandhi, Director and Country General Manager, Amazon Prime Video India said: “Over the last 4 years, Prime Video has become the country’s most loved premium streaming service with viewership coming from over 4,300 towns and cities. We believe that the Mobile Edition plan will further accelerate Prime Video’s adoption in India and allow an even larger number of customers to access our popular entertainment content. This 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.”

Shashwat Sharma, Chief Marketing Officer, Bharti Airtel 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 democratize quality digital entertainment in India by leveraging Airtel’s core strengths of quality customers, deep distribution and best-in-class network for video.”

Speaking on the collaboration with Airtel, Sameer Batra, Director, Mobile Business Development, Amazon, “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 – Mobile Edition will make Prime Video synonymous to quality entertainment for this large customer group. We look forward to expanding the reach of our service to the entire pre-paid customer base in India.”

 

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