Fashion
Eros Now, the digital OTT platform of Eros International, now has mobile billing integration capabilities with major telecom operators in the United Arab Emirates and Qatar.
Mobile billing integration is at the heart of Eros Now’s penetration strategy to enable consumers to experience Indian entertainment, which includes Bollywood and regional content across major networks and devices, and will further enhance the platforms ability to monetize its user base.
The tie-ups in the Middle East are with the leading local telecom operators including Ooredoo in Kuwait and Qatar, and Du in the UAE. Additional telecom partnerships throughout the region are currently being negotiated.
Consumption of Bollywood content, including Hindi movies, music and TV series in the Middle East has been on the rise along with it also becoming one of the leading regions in the world in terms of smart device adoption.
With an increasing number of handheld device users, the trend of online content consumption has markedly increased in the region. The South Asian diaspora in both of these markets is estimated to be over half of the population, which represents over five million people.
Also, Bollywood content continues to be popular with the local Middle Eastern population in dubbed and subtitled formats – both of which are offered on Eros Now.
“Eros Now’s philosophy is to be platform agnostic and embrace the very best in technology as we continuously enhance our content offering,” said Rishika Lulla-Singh, CEO of Eros Digital. “Recognizing the growing demand among Middle Eastern viewers for online video content, especially Bollywood entertainment, these mobile partnerships will give consumers entertainment and easy pay access, whenever and wherever they want it.”
