Another key differentiation, Walker noted, is its no-ads, telco-driven model. The company is partnering with telcos in local markets by bundling the service with telcos’ voice and data services at relatively cheap prices. In Indonesia, for instance, iflix is offered via relatively cheap bundled packages through service providers, such as Telkomsel and Indosat Ooredoo, which allows end users to purchase the service.
Walker said the company is currently focusing on driving activation and will eventually move towards concentrating on user engagement.
“We are very focused on ensuring that we can drive high-level of activations for all of our telco partnerships,” Walker said. “Once we’ve got deeper into that, we will start working on probably a more macro level on data, in terms of viewer habits, unique views and the number of minutes consumed by unique views on a daily basis, so that we can enhance engagement and ultimately ensure we not only have a significant number of users, but also that they highly engage with the service itself.”
In addition to Indonesia, the service is also available in Malaysia, Thailand, the Philippines, Sri Lanka and Pakistan. Meanwhile, iflix is keen to enter more emerging markets such as Vietnam, and several countries in Africa, the Middle East, Eastern Europe and Latin America.
However, iflix has yet to consider China and India, as it wants to focus on emerging countries with an estimated $22 billion annual market potential, Walker said.
"By the year 2020, we believe there will be 3.4 billion people who can afford $3 per month for content, and that does not include China and India," he noted.