It will give the latter’s entire contract customer base, totalling over eight million, access to the service.
Play has a total a customer base of 14 million subscribers and a market share of 26%. As part of the transaction, Showmax will be included for 12 months at no extra charge to the majority of Play’s postpaid customer base, with the remainder getting one month’s access.
Commenting on the development, Showmax CEO John Kotsaftis said: “The level of interest in Showmax since our launch in Poland earlier this year has exceeded even our most optimistic estimates. The Play transaction is a big deal for us because it gives us instant access to millions of customers and I’m hoping will help us build on the great start we’ve already had in the country.”
Outlining how the Play deal fits in with Showmax’s hyperlocalisation strategy, he added: Our strategy runs deeper than light-touch localisation. We’ve built our business in Poland around the premise that success requires having boots on the ground, having a deep understanding of customer needs, and having a willingness to make more than cosmetic changes to meet those needs. We’ve made good progress by partnering with incredibly talented local producers and directors, and it’s great to now expand that partnership approach and work with one of the leading mobile networks. ”
Showmax was launched in August 2015 in South Africa and is now available in more than 60 countries.
As previously reported by Broadband TV News, Showmax made its European debut in Poland in February this year.