Saffron Bringing Movies To HTC Desire

Gail Chiasson, North American Editor

London, U.K.-based Saffron Digital, video delivery platform company, is creating a promotional movie service for HTC and T-Mobile, for the new powerful Android-based HTC Desire handset.

Featuring a host of Warner Bros. movies, the new service, which launches this month, is based on Saffron Digital’s innovative Video-on-Demand service for T-Mobile, which successfully launched last year. With VOD+, users can watch, pause and resume playback between their PC and mobile handset.

Regarding her company’s partnering with T-Mobile and HTC ahead of the launch of the new consumer proposition, Isabelle Bertrand, business development director UK & Eire, Warner Bros. Digital Distribution, says, “This brilliant new promotion will allow T-Mobile customers to discover how easy it is to enjoy movies on the move or in the comfort of their own homes.”

T-Mobile customers purchasing the HTC Desire in the first month will be granted access to two complimentary Warner Bros. movies from a list of eight titles, including Harry Potter And The Half-Blood Prince and The Hangover. These will be available on a 48-hour rental basis, playable on the HTC Desire or on a PC. More Warner Bros. films will be added to the VOD+ service over the next few months, costing £3.49 for new releases and £2.49 for catalogue titles.

“Our VOD+ service is going from strength to strength,” says Shashi Fernando, CEO, Saffron Digital, adding that VOD+ is seen as a must-have service that will entice buyers to the Desire.

Working in partnership with both HTC and T-Mobile, Saffron Digital has created and will host a mobile Internet destination to which T-Mobile customers who have bought the HTC Desire will be directed via an SMS mechanic and in-store posters. A follow-up email will also be sent to users that have activated their handset, but not used the promotion. The site will be linked to T-Mobile’s VOD+ site, also created and powered by Saffron, where a wide catalogue of films from Paramount Pictures and Warner Bros. are available for purchase.

Jon French, executive director UK, Ireland and South Africa, HTC, says, “The HTC Desire is perfect for multimedia, with a powerful 1Ghz Snapdragon processor and a 3.7inch AMOLED screen delivering a bright and rich visual display.”

“We anticipate the Desire being one of our most popular handsets of 2010, and the VOD+ service makes it even greater value for our customers – giving them even more functionality on top of an already impressive features list,” says Nicola Shenton, head of handset and device marketing at T-Mobile. “As the service is unique to T-Mobile, it will also be a key differentiator for us as we compete with other networks.”

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