Mono rebrands video-on-demand app
TO CAPITALISE on the surge of video consumption fuelled by the full launch of fourth-generation wireless Internet, Mono Group has rebranded its video-on-demand mobile application called “Doonung” to “MonoMaxxx” with the aim of making more than Bt155 milli
Patompong Sirachairat, chief operating officer, said yesterday that the company was throwing at least Bt50 million into a marketing and communications blitz for the new brand both in Bangkok and the provinces.
The company targets doubling its subscribers to 2 million this year from 1 million currently.
“We believe that at least 60 per cent will be active users paying for three months of the package to access videos on demand fully,” he said.
Based on the monthly price of Bt129, the company believes that its active subscribers would help create at least Bt155 million this year, doubling last year’s total.
The single price would be reasonable for customers, as it is on par with the average price of a DVD or a cup of premium coffee, and each customer can access this service on up to three devices.
“According to our database, 60 per cent of all subscribers watched films and TV series via smartphones, followed by 30 per cent on smart TVs and 10 per cent on laptop computers,” he said.
The company also plans to add more films, dramas, cartoons, TV shows, music videos and documentaries, instructional media for children and live streaming events to its library.
By year-end, the company aims to have more than 10,000 movie titles, up from 2,800 now, with a combined 5,000 hours.
It will feature blockbusters from Sahamongkol Film like “Transcendence”, “Insurgent”, “Pompeii”, “Now You See Me”, “The Hunger Games”, “John Wick”, “Texas Chainsaw 3D”, “Tarzan” and “Samurai X”.
The online movie market accounts for 10 per cent, or Bt500 million, of the Bt5-billion film industry. With the full introduction of 4G this year and the global launch of US-based Netflix, the online movie market is expected to be stimulated this year.
Another player, PrimeTime Entertainment, has gained very good feedback 10 months after its launch. Now it has more than 1.2 million subscribers.
It has contracts with media powerhouses like Walt Disney, Warner Bros, 20th Century Fox, Paramount, NBC Universal and Sony Pictures.
