PCCW's entertainment division PCCW Media has launched its OTT music platform MOOV in Vietnam as part of efforts to expand its regional OTT presence.
PCCW has entered a partnership with Vietnamobile to provide 3G subscribers with unmetered access to the platform.
The MOOV user interface has been localized for Vietnamese users, and has a strong focus on local content, via licensing deal with over 150 local content providers. Research conducted by MOOV indicates that 92% of the platform's target audience primarily listen to local songs.
But the OTT app will also include international content including K-pop from Korea and music and video content from the US, UK and elsewhere.
The app is available for both iOS and Android. To help establish a foothold in the market, MOOV plans to arrange around 40 exclusive concerts at universities in Vietnam.
“MOOV’s debut in Vietnam is a further step in PCCW Media’s strategy in expanding its digital media services in the regional entertainment industry,” PCCW Media Group managing director Janice Lee said.
“With a compelling music offering of local relevance at an affordable subscription fee, and a superior user-experience, MOOV is well-poised to succeed with our distinctive value proposition to deliver quality, authorised content.”