Disney UTV Digital launches freemium apps for feature phones

23 Apr,2013

By A Correspondent


Disney UTV Digital has launched a bouquet of four freemium apps for Indian mobile subscribers – UTV, Disney, Comedy and Devotional. The Nokia Asha series has pre-embedded the UTV app on more than 2.5 million devices.


Content in the UTV app includes latest movie trailers, full length movies (Bollywood & Regional), Bollywood gossip and more. The Disney App includes short form content featuring Mickey and Friends, other Disney classics such as Big Bad Wolf and Santa’s Workshop and Pixar short-form animation such as Reds Dream and Adventures of Andre and Wally B.


The apps support monetization via both ads as well as paid subscriptions enabled through Digital Disney UTV’s mobile operator billing platform. This allows regular mobile users to access both ad-supported content as well as premium content within the same app through a one-click transaction via their mobile operator.


Sameer Pitalwalla

Sameer Pitalwalla, Director, Celebrity and Video, Disney UTV, said, “While we have a robust smartphone strategy, we wanted to provide feature phone users with an excellent video experience. We combined our great catalogue with best in breed technology and have seen both download and engagement numbers catching fire.”


“Engagement and innovation have emerged as one of the top deciding factors in the mobile phone industry with more and more youth accessing apps that enhance their user experience. Our association with Disney UTV has been extremely successful and, together, we continue to add value to our consumers by offering superior on-the-go video streaming,” said Gerard Rego, Director – Developer Experience, Nokia India.


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