|It delivers non-stop entertainment on smartphones, tablets and laptops|
KUALA LUMPUR: Astro Malaysia Holdings Sdn Bhd is targeting to penetrate 65% of households in Malaysia with its new service, Astro On-The-Go, which delivers non-stop entertainment on smartphones, tablets and laptops.
Currently, Astro's penetration in Malaysia is between 50% and 51%, with 3.1 million customers.
Rohana said Astro would capture the remaining market with Njoi, its subscription-free satellite television (TV) service. Njoi is available for all consumers nationwide, offering 18 TV and 19 radio channels.
“We've got content and we have customers and individuals in the households. Our aspiration is to address all of them. This is either through Astro, Njoi or Astro On-The-Go,” she said.
“For non-Astro customers, it is to address the individuals' needs. So it will be both a new subscription and an impulse purchase. They will be able to subscribe to various packages on their devices as opposed to (watching them on TV in) their living rooms,” Rohana said.
Astro On-The-Go will be launched in three phases, of which the first will see all existing Astro customers having a free preview until Aug 31.
The second phase, starting Sept 1, will see only Astro B.yond Internet protocol TV customers and those with more than one decoder entitled to the service. Astro On-The-Go will also be available to Android devices in this phase.