Vodafone looks to entice streaming customers with free Netflix trial
Telecommunications company Vodafone is to offer free streaming services in partnership with Netflix to entice consumers onto its recently launched NBN plans.
As part of the new service’s rollout – which sees Vodafone offer fixed-line services for the first time – the telco will be launching a campaign across TV, out Of home, digital and social on April 1.
Vodafone appointed J Walter Thompson as its creative agency last March after two years with Cummins & Partners and launched its ‘The Future is Exciting’ rebrand in October.
Along with the streaming deal, the company is to offer an Android-based Vodafone TV device offering access to streaming services, Google voice-search, a free-to-air TV tuner and a dual-band Wi-Fi hotspot.
Vodafone’s move follows Telstra’s launch of a similar TV device last year which also offers access to Netflix, along with Foxtel Now, BigPond Movies and Stan.
Ben McIntosh, Vodafone’s consumer business unit director, said in a media statement: “Our vision is to help our customers make the most of their broadband budget by partnering with the world’s best providers and offering a fast and easy connection process.”
McIntosh also flagged Vodafone will not be following Optus’ strategy of buying sporting rights as a point of difference in the telecoms market: “We’re not going to maintain the status quo by buying up content rights and building walls around it. We don’t think it’s fair that Australians are being locked out of access to content they want to watch.
“Australians want fast and reliable broadband, with the freedom to watch the content they love when they want. This is exactly what Vodafone is fighting for.”
The free 12-month standard subscription to the Netflix service is available to customers signing up to one its 24 month prepaid NBN plans which include a fallback 4G service in case of NBN landline interruptions. The Vodafone TV device will be an extra $5 a month.
