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Vodafone India ties up with Amazon Prime Video for discounted subscription

Amazon Prime Video will be offered to Vodafone customers for a discounted subscription price of Rs 249. This includes a cash-back of Rs 250 to a users Amazon Pay Balance after paying a price of Rs 499 during sign up. Only Vodafone users on Android can avail the cash back by signing up for Prime Video via the MyVodafone app or Vodafone website.

This is Amazon’s first tie up with a telecom company, after it initially launched its video streaming platform in India in December last year, with a starting subscription fee of Rs 499. Amazon Pay is essentially the rebranded avatar of Amazon’s Gift Cards, an e-wallet that allows users to load money and pay for purchases online.

Vodafone also has content streaming partnerships with Eros Now. Amazon’s competitor Netflix has tied up with telecom companies including Airtel, Vodafone and Videocon D2H for preloading Netflix app on D2H set top boxes, and for carrier billing.

Other Prime Video partnerships

Apart from telecom companies, Amazon Prime Video has a number of partnerships with domestic content producers and distribution companies for local content:
-It tied up with Only Much Louder in December to collaborate with 14 comedians for producing original video content.
-In November last year, Amazon tied up with TV Asahi, primarily for adding anime shows like Doraemon, Shin Cha, etc. for India users.
-In October Amazon tied up with Green Gold Animation to stream kids shows like Chhota Bheem, Super Bheem and Mighty Raju on Prime Video.
-Prior to launch of Prime Video, Amazon signed a content deal with T-Series in September last year for adding local content.
-Amazon also has a long-term agreement with Dharma Productions where it would stream films and upcoming releases from the production house on Prime Video in India

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Competition

Telecom companies in India are investing more into content as a method to garner new users or retain their existing subscriber base. Airtel had earlier tied up with video streaming provider Ditto TV and online publisher Juggernaut Books for content. Its competitor Reliance Jio has a video streaming app JioTV which aggregates movies, TV shows, etc. Jio also claims to have a library of 10 million tracks in 10 languages under JioMusic service. While Idea has recently launched a bouquet of online streaming services including video and music.

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