Amazon Prime Video has now revealed the mystery behind the missing ‘ME’ and all this hype was for the ‘Mobile Edition’ that the global streaming giant is launching in India in partnership with the telecom service provider Airtel India. India becomes the FIRST country in the world to have this Amazon Video Mobile Edition plan.
As per Amazon Prime Video, this is the worldwide-first launch of Prime Video Mobile Edition in India and will provide mobile-only access to all Amazon Originals, movies and shows. Mobile Edition will be available starting today for Airtel India prepaid customers.
Amazon Prime Video had started the ‘Where is ME’ campaign by removing ME from priME in its handle and display picture on various social medias. It had later pulled in many TV celebrities like Shehnaaz Gill, Priyank Sharma, Divya Agarwal, Gauahar Khan to build the hype around it. The missing ME also resulted in a meme fest on twitter and Instagram, with memers taking it to another hilarious level.
Under this Mobile Edition, starting at ₹89 per month, the subscribers will only be able to stream Prime Video content in standard definition (and not high definition) through the Prime Video app on Android or iOS. The plan is for one user on one mobile device. Also, this Mobile Edition is valid only for the video streaming service of Amazon and would not include other Prime benefits, like shopping, free shipping, ad-free music etc. that are available under the normal subscription packages.
Netflix already has such mobile only plan priced at ₹199 per month, available on all telecom networks, running in India since July last year. Though a little late, Amazon gets an edge over Netflix with its Mobile Edition given that there’s a difference of more than twice in the rates of their respective plans. Infact, Amazon Prime Video has always been a winner when compared with Netflix in terms of its overall subscription plan rates.
The only big issue here is that this offer is available only for Airtel India prepaid users. In this latest Amazon Prime Video Mobile Edition, Airtel users get a 30-days free trial with all prepaid bundles. After the free trial period is over, two variants of recharge plans are there for Prime Video Mobile Edition subscription, first is the ₹89 one which bundles Amazon Prime Video Mobile Edition and 6GB data for 28 days. The second is the ₹299 prepaid bundle which includes Amazon Prime Video Mobile Edition subscription, unlimited local and national voice calls, 1.5GB data per day valid for 28 days.
The already existing full Amazon Prime subscription packages remain unchanged and can be availed by anyone. This latest Mobile Edition by Amazon Prime Video is a way to penetrate deeper into the Indian market and increase its subscriber base by attracting newer set of audience with cheap lucrative plans. It also takes advantage of the ubiquitous internet powered smart phones all over India including remote locations.
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