No Monthly Fee, No Pre-pay; Anytime, Anywhere

HONG KONG, Aug. 31 /PRNewswire-Asia/ -- While we are still curious about Netflix's latest move from DVD-by-mail to digital video delivery business, Anyplex has announced its grand launch in Hong Kong on 21 August.

Anyplex, the only television video-on-demand service in Hong Kong, definitely will grow into a serious challenge to local movie rental stores. Partnership with local iDTV manufacturer OLEVIA, Anyplex marks its first time streaming service to be embedded in a television or a set-top box (STB). Videos will be streamed directly from the internet to the TV set, without an additional device. Movie lovers, who have purchased OLEVIA M-series TV or X01 set-top box, will enjoy instant streaming videos at home.

"DVDs delivered by in-person pickup will steadily lose ground to videos sent straight over the Internet," said Mr. Ringo Lam, the CEO of Anyplex.

Digital delivery is the way consumers are headed. Anyplex has evolved a new business model: deliver videos instantly into living rooms via internet- connected iDTV and set-top box. It brings the video-on-demand (VOD) features of the internet to the traditionally restricted confines of the television. It is independent of internet service provider (ISP) or pay TV channel, all that's needed is just a LAN cable or "wi-fi" connected to device. Content providers simply bypass cable and satellite distributors and offer their movies and TV programs directly to viewers. The model eliminates delivery cost, and provides consumers with on-demand pay-per-view videos. This is a new pricing approach that consumers don't have to pay any "monthly subscription fee" or sign any binding contract to enjoy the service. The lower of the barrier to entry makes Anyplex more accessible to people.

Another key strategy is the making use of existing OLEVIA customers to extend its member base. Existing OLEVIA customers can enjoy Anyplex service by downloading firmware upgrade at OLEVIA or Anyplex website. Over 200,000 customers have installed OLEVIA's STB and new sales keep generate from time to time. It is believed that the existing distribution channel will expand Anyplex population in a fast pace. Anyplex is targeting the biggest audience ever, the living room audience, the one that's fed up with the passive entertainment model. By pressing few buttons on the TV remote control, audiences can enjoy convenient searching, easy-to-access home video entertainment experience. The convenience of being able to see movies at any time allows them to consume more movies instantly.

Still in its early stages, Anyplex offering more than 200 titles, priced from HK$ 10 to HK$ 20 for a movie and HK$ 2 to HK$ 3 for an episode of TV drama series. "We'll keep expanding our library, as well as our member base, " said Ringo Lam. Technological advances and shifting consumer attitudes are forcing many companies involved in movie distribution to include online content delivery. With the backing of movie / TV drama studios like Universal, Golden Harvest, Filmko and Regentact, it is predicted that Anyplex will become the hot new trend of video online rental service.

While Anyplex streaming on device is not limited to TV sets, it created a more efficient way to get movies into people's homes. Surely the movie rental shops in Hong Kong will struggle against the business model that Anyplex has introduced. Anyplex is easier, cheaper and better stocked than the stores down the street. It's likely that the Internet will become where most people go for movies. More and more people get Internet access in their homes each year, and an ever-larger percentage are connecting using a high-speed, broadband connection.

Will Anyplex's streaming VOD service spell the end for local video stores and pay TV channels? We shall keep a close eye on it.

    Anyplex Service Plan
    Silver Member Entitlements (with no monthly fee)
    1)  Free 3 days trial (Except for AV movies)
    2)  Pay per view

    Gold Member Entitlements (with membership fee of $20 per month)
    1)  Free 3 days trial  (Except for AV movies)
    2)  Unlimited watch "Gold Member Selection" videos
    3)  20% off discount for other pay per view videos

    Customer Enquiry  Anyplex Hong Kong Limited
    Hotline:  (852) 3101 0749
    Website:  http://www.anyplex.com
    Email:    cs@anyplex.com

Please visit ftp://anyplex:anyplex@ftp.anyplex.com to download high res. photos.

    Press Contact:

     Anyplex Hong Kong Limited
     Fiona Fong
     Email: fionafong@anyplex.com
     Tel:   +852-9631-4739

SOURCE Anyplex

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