Rubbishing reports of the company shutting down its DVD rentals business, Mudit Khosla, CEO of SeventyMM informed MediaNama that the company will continue supporting existing customers and will allow subscription renewals as well. He said that the company had temporarily suspended phone support for DVD rentals customers, since its helpline was experiencing high call volumes from ecommerce customers. The support line was instructing rentals customers to contact via e-mail, but will be restored after 15th February. However, he did confirm that the service was no longer open for new subscribers. When we asked if the company had defined a time period until which it will support the rentals business, he responded that there was no deadline, and the company would continue with the rentals operations along side the ecommerce business. We find this a bit unusual, since BIGFlix, a similar service from Reliance ADAG Group had also suspended existing physical subscriptions after shutting down its rentals business and had switched to a completely online model. It had said that the streaming model offered a better and more clearer path to profitability. While BIGFlix also had physical DVD libraries, SeventyMM only operates through a ground force. If you're not looking to grow the business, why put it into limbo? Why not exit it completely and cut your losses? Khosla also pointed towards the absence of major factors that support online movie rentals and streaming, including broadband infrastructure, streaming rights and devices such as internet enabled set top boxes have prevented the company…
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