DU INKS NETFLIX DEAL IN FIRST FOR UAE MAR­KET

DU AND VIR­GIN MO­BILE CUS­TOMERS CAN AC­CESS NETFLIX ACROSS TV AND MO­BILE SCREENS AND PAY FOR THE SER­VICE THROUGH MO­BILE BILLS

Digital Studio - - NEWS UPDATE -

Dubai based tele­com op­er­a­tor Emi­rates In­te­grated Telecom­mu­ni­ca­tions Com­pany (EITC) (du) has an­nounced a part­ner­ship with stream­ing pioneer Netflix to bring the world’s best global en­ter­tain­ment straight to its cus­tomers’ fin­ger­tips.

In a UAE mar­ket first, the as­so­ci­a­tion will en­able du and Vir­gin Mo­bile cus­tomers to en­joy Netflix across TV and mo­bile ser­vices, a state­ment said. An­thony Shiner, chief dig­i­tal lifestyle and in­no­va­tion of­fi­cer, EITC, said: “Our part­ner­ships are key cat­a­lysts in mak­ing EITC a world-class or­gan­i­sa­tion and fa­cil­i­tat­ing growth plans in the UAE.

“We are ded­i­cated to of­fer­ing added value and con­ve­nience through up-to­date en­ter­tain­ment solutions, whether it is stream­ing movies and shows on our cus­tomers’ de­vices or pay­ing bills through our app. Our col­lab­o­ra­tion with Netflix is an­other mile­stone in our dig­i­tal vi­sion and in­no­va­tion roadmap.”

Start­ing this month, EITC said its du and Vir­gin Mo­bile cus­tomers will en­joy Netflix on “sec­ond screens”, pay­ing for the ser­vice through their mo­bile bills. Netflix faces lo­cal­i­sa­tion hur­dles com­mon to most SVOD play­ers in its bid for Mid­dle East ex­pan­sion: get­ting more driver con­tent while over­com­ing con­cerns over data costs as well as lim­ited ways to pay in the re­gion.

Strik­ing part­ner­ship deals with payTV and telco op­er­a­tors has helped Netflix take its sub­scriber num­bers “to the next level”, said Maria Fer­reras, Vice Pres­i­dent of Busi­ness De­vel­op­ment EMEA, at the re­cent IBC con­fer­ence in Am­s­ter­dam.

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