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Proximus kicks off contract for app-based content subscriptions


Belgium’s biggest operator takes a significant step towards putting convergence strategy into practice.

Proximus, which announced its @shifttodigital initiative earlier this month, has chosen British firm, PM Connect, to offer app-based, premium content from global brands to the operator’s customers.

Proximus has about 40% of the Belgian mobile market, which equates to 6 million customers. Bert Maetens, its Carrier Billing Partner Manager, commented, “Top sports and entertainment packages are becoming a central part of our sell – and, with top matches able to pull in upwards of 4 million Belgian viewers, [PM Connect’s] LiveFootball.tv [app] is particularly welcome in harnessing and monetising Belgian football fever.

“Through carrier billing, we offer our customers the chance to access top-quality content from global brands with maximum speed and ease. In a crowded market, being able to provide top apps and subscription sites, as well as a hassle-free way to pay for them, is crucial.”

Winners all round

The LiveFootball.tv app offers fans premium video and live statistics from the Premier League, UEFA Champions League, UEFA Europa League, France’s Ligue 1 and Belgium’s own First Division Jupiler League. All are “powered” by sports data provider Opta.

Chris Purdie, Group Commercial Director at PM Connect, stated, “Our expertise in sports apps and subscription sites – driving growth for both brands and carriers – is a real point of difference.”

PM Connect provides similar services for Africa’s biggest mobile operator. Purdie added that the deal with Proximus, “marks a key step in establishing ourselves in countries where carrier billing is already widespread – using our solutions to monetise the existing audiences of global brands”.

Maetens concluded, “We look forward to continuing to work with PM Connect as they open up even more global brands to the thriving Belgian market.”