Samsung ties up with iflix on latest marketing push in SEA

Samsung Electronics has partnered with iflix in an effort to market its Samsung Smart TV, by incorporating pre-installed iflix app for markets in Indonesia, Malaysia, Myanmar, the Philippines and Thailand.

This will allow users to access iflix’s library of TV shows and movies, directly from their Samsung Smart TVs without the need for any additional equipment or accessories. Consumers who purchase designated Samsung Smart TV models will enjoy a complimentary 12-month iflix subscription, sponsored by Samsung.

Meanwhile, users of existing Samsung Smart TVs will also be able to natively access the iflix app directly via Samsung Smart Hub, a single access point where users can easily navigate a diverse range of content.

The “Smart Hub” interface has also been extended to smartphones through Samsung’s “Smart View” app. With the “Smart View” app interface, consumers can use their mobile device to select and start their favorite live TV programs and video-on-demand services on their TV, said iflix in a statement.

iflix said in a statement: "For us, the deal represents a significant shift or broadening of our focus from primarily mobile viewing to best experience at home."

iflix Group's co-founder and CEO, Mark Britt added, “Over the last two years, we have strived to set the benchmark for providing an exceptional mobile experience. We are deeply humbled to have been chosen by Samsung, the global leader for premium home entertainment electronics to premiere our proprietary native television app, further extending iflix’s extraordinary viewing experience to home users exclusively on all new Samsung Smart TVs.”

“Having led the TV industry in global sales and market share for more than a decade, Samsung has a relentless focus on delivering strong product innovation, as well as a keen understanding of consumer trends,” said Kelvin Low, regional head of TV and AV, Samsung Electronics Southeast Asia and Oceania.

“As part of our commitment to customers, we are continually looking at how we can provide value-add and the iflix collaboration is an example of how we are delivering enhanced TV viewing experiences by providing greater choice and convenience,” he added.

Now available to one billion consumers across 18 markets throughout Asia, the Middle East and North Africa, iflix offers consumers Hollywood, Asian and Middle Eastern regional, and local TV shows and movies, including many first run exclusives and award-winning programs.