PCCW Media has launched its “Moov” OTT music platform in Vietnam in a bid to build up its position as a regional OTT content provider – and a viable alternative to content piracy.
PCCW Media launched Moov via a partnership with Vietnamobile, whose 3G subscribers will be able to enjoy the Moov service with free data.
Moov in Vietnam features a localized user interface and customizable playlists with the latest local and international content.
The key word is “localized” – market research from Moov found that 92% of respondents usually listen to Vietnamese songs.
Through signing deals with over 150 content providers in Vietnam, MOOV offers a comprehensive local music collection, encompassing content from individual artistes including Son Tung, Noo Phuoc Thinh, Toc Tien, 365 Da Band, Dong Nhi, Suboi, and more. Moov also offers international, music content, including an extensive library of the latest K-pop artists, complete with translation of Korean lyrics into Vietnamese for the top 1,000 K-pop songs.
Janice Lee, Managing Director of PCCW Media Group, said that following the successful launch of its OTT video service Viu across multiple markets in Asia (although Vietnam is not one of them), Moov’s debut in Vietnam is “a landmark development” in the Asian OTT landscape.
“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,” she said in a statement. “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, authorized content.”
Lee said Moov is currently the first and only overseas digital music service provider to partner with Vietnamobile.
Interestingly, Vietnamobile is also banking on Moov providing its users an affordable OTT alternative to music piracy.
“Through this partnership, Vietnamobile subscribers will not only enjoy our superb mobile services, but also quality legal music content from local artistes and around the world,” said Elizabete Fong, General Director of Vietnamobile JSC.
Lee of PCCW Media emphasized the “legal music content” aspect, saying that Moov rewards consumers’ support of legal music usage by bringing exclusive benefits, privileges and discounts at selected cafés and restaurants, karaoke bars and retailer outlets in Hanoi and Ho Chi Minh City.
“Piracy and illegal downloading of music and video content have been a threat to the Asian music ecosystem. By bundling attractive value-added offers with quality, authorized content at an affordable price, we aim to encourage and reward more music fans to consume authorized content, which helps to accelerate the growth of a robust music ecosystem in Vietnam,” Lee said.
That’s good news for music labels like LOEN Entertainment and Sony Music Entertainment, who provide content for the service.