iWorld

LeEco to produce content for India; launches new phone with ‘Supertainment’ package

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/internet-images/2016/05/04/LeEco.jpg?itok=qqinC6c3

MUMBAI:  Chinese technology player LeEco launched its ecosystem membership program along with its latest smartphone Le 1s Eco in India yesterday. The announcement was made in collaboration with Eros Now, YuppTV and Hungama at an event in Mumbai, along with youth heartthrobs Siddharth Malhotra and Jacqueline Fernandez. 

The company has plans to produce its own content for India. According to LeEco Smart Electronics India COO Atul Jain, “I think we will roll it out in phases. As we go deeper in the content space, producing our own content is an option we are considering. But the easier option in the first few months as a ‘go to to a new market’ is tie-ups. That is why we are currently investing in developing strong partnerships in this market and soon we will get in the content business like we do in China. We are taking one step at a time. That will be phase two for us. By the end of the financial year we might have something coming out of our own production pipeline.”

That LeEco, like all the other mobile devices companies from across the world, is going all out to woo Indian customers to buy its products is very obvious. LeEco Content VP for APAC William Lee said, “Today we launched our innovative LeEco membership program with partnerships with Eros Now, Hungama and YuppTV.  LeEco is the sole company that delivers a membership program which integrates terminals, clouds and applications in India. Indian Superfans can enjoy more than 2,000 movie titles through Le Vidi, over 100 TV channels via Le Live, and 2.5 million music tracks under LeEco membership."

The Chinese company also launched a ‘Supertainment’ package which will be available for Rs 10,899, including Le 1s Eco for Rs 9,999 and a one-year membership fee of Rs 4,900, and a LeEco offer of Rs 4,000. For the first flash sale on Flipkart at 2pm on May 12th, LeEco will offer the Supertainment package at Rs 9,999. 

Speaking about the Supertainment package, Jain said, “To cope with LeEco membership program, we introduce a special 'Made for India' superphone, Le 1s Eco, the first of its kind of integrating a content ecosystem. Le 1s Eco will redefine entertainment in the country. With this blockbuster superphone, we live up to our promise of offering the best value, breakthrough technology and great features at a disruptive price."

Besides aiming to provide users with rich and high quality content, the company says that its membership program also integrates comprehensive eco-services like personal clouding services -LeEco Drive, LeMall and aftersales services. In 2015, LeEco global membership revenue reached to $417 million, top of its kind in the industry. The membership program provides users a seamless and extreme experience based on LeEco terminals, clouds, and applications, and will include more quality content and eco-services thanks to the company's business growth in India.

Given the high decibel launch that LeEco had for its ‘Supertainment’ membership, one can’t help but wonder about its marketing strategy to take the buzz further.  “We will continue our strategy of reaching out to consumers and users through print and digital for quite some time. Once we are more widely available we will look into going into TV,”   revealed Jain.

After its Le 1s bagged the ‘online top-selling’ tag having sold over 200,000 items in just 30 days, LeEco is now eyeing to enter the retail market as well. It would have its own brick and mortar stores by June 2016, informed Jain, to showcase and hawk an array of existing and new products that will be launched in the coming months.

Currently Madison World handles the media account for LeEco while Leo Burnett’s Orchard Advertising Bengaluru does its creative work.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/Broadband.jpg?itok=z4aRwXlA
Broadband internet subscriber additions small in April 2019

Telecom Regulatory Authority of India (TRAI) data for the month ended 30 April 2019 (Apr-19, month under review) reveals that India’s broadband subscriber base grew by 86.4 lakh (8.64 million, 0.864 crore). This is only the fourth time over the past 15 months that less than 1 crore subscribers were...

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/singh.jpg?itok=sPZgurI0
Netflix India ropes in Aashish Singh as director, original film

Streaming giant Netflix continues to keep its foot on the pedal when it comes to arming its India team with some serious talent. The latest high-profile addition to the streamer’s stable is Aashish Singh, who has been roped in as director, original film. "We can confirm that Aashish Singh has...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/26/mobile.jpg?itok=z2ODPdh0
IAMAI requests TRAI to recognise OTT services as "digital applications"

The Internet and Mobile Association of India (IAMAI) has reiterated that the term over-the-top (OTT) does not justify the innovation in the digital applications at the application layer. In its submission on counter comments to the OTT communication services consultation paper by industry body...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/25/panorama.jpg?itok=Se0Yw7s2
Panorama studios international and PVR pictures collaborate to distribute films in india

MUMBAI: Kumar Mangat Pathak and Abhishek Pathak’s Panorama Studios Pvt. Ltd., a subsidiary of Panorama Studios International Limited (formerly known as Apunka Invest Commercial Limited), engaged in production and distribution of films joins hands with PVR Pictures Limited, the film arm of PVR...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/25/genz.jpg?itok=HVl4Ya7H
Snap study finds Indians have amongst the largest groups of friends in the world, but Gen Z is starting to buck the trend

MUMBAI: Snap Inc. today released a global study of 10,000 people across Australia, France, Germany, India, Malaysia, Saudi Arabia, the UAE, the UK and the US to explore how culture, age, and technology shape preferences and attitudes around friendship. Ten experts on friendship from around the...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/25/neeti.jpg?itok=4c5SQ0A_
Celebrated stand-up comedian, Neeti Palta joins star-studded mentor panel in the new season of Amazon Original Series, Comicstaan

MUMBAI: After a successful season 1 of the unscripted Original series, Comicstaan, Amazon Prime Video is set to release an all-new season of the one-of-its-kind popular comedy talent hunt. This time, Comicstaan Season 2 will see India’s favourite stand-up comedian, Neeti Palta joining this season’s...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/25/vanity.jpg?itok=UdKE5WmU
in.com finds it's way into the vanity rooms of bollywood celebrities; launches ‘Vanity Diaries’

MUMBAI: in.com, a subsidiary of Network18 Digital, launches its first-ever digital series, ‘Vanity Diaries’. Powered by Amazon Beauty and Colorbar as their make-up partner, the new offering will witness popular celebrity make-up artist Lekha Gupta unraveling beauty secrets of some of our favorite...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/25/amazon.jpg?itok=gojTc9Y_
Amazon Prime Video to bring 14 new titles in 9 languages

MUMBAI: This July, Amazon will provide Prime members worldwide the chance to get epic deals for its longest Prime Day ever. Now in its third year in India, Prime Day starts at midnight on Monday, July 15 and – for the first time ever – runs for 48 hours, offering members two full days of the best...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/25/hsony.jpg?itok=jHIINtps
SPNI tells TRAI OTT platforms can't be compared to broadcasting services

Sony Pictures Networks India (SPN) has again batted for the policy of forbearance for the fullest potential growth of the OTT industry. The broadcaster has also strongly advocated that OTTs providing content/media cannot be brought within the ambit of substitutability with broadcasting service.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories