Gaurav Gandhi, country head, Amazon Prime Video India, explains the rationale behind the collaboration with Airtel to launch the new edition, and its target audience.
Gaurav Gandhi, country head, Amazon Prime Video India, explains the rationale behind collaboration with Airtel to launch the new edition, and its target audience.
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Seattle-headquartered e-commerce giant Amazon does not reveal its country-wise subscriber details. It offers Prime memberships to customers, which enables them to use benefits like free-of-cost delivery, early access to deals and video content on Amazon Prime Video. There are reports that claim that Jeff Bezos’ venture has raked in close to 15 million subscribers in India.
Globally, Amazon has bundled its video-on-demand (VOD) platform with Prime membership, which is sold at an annual fee. In India, it made an exception and rolled out a monthly plan. The sachet pricing model, according to think tanks in Mumbai, helped Amazon to rake in subscribers well beyond the metros.
On January 13, this year, Amazon made yet another exception for India by launching a Prime Video Mobile Edition (PVME). Airtel users can now get access to PVME by simply recharging their mobile numbers.
In an interaction with afaqs!, Gaurav Gandhi, country head, Amazon Prime Video India, explains the rationale behind launching the new edition, and its target audience.
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