When GOtv reduces price for the ‘King’, but boosts value
To delight the ‘King’, MultiChoice, foremost video entertainment and Internet Company last week reduced GOtv price but, surprisingly offered more value for the ‘king’, the customer. The company announced a reduction in the price of GOtv Max, which is one of the packages on its digital terrestrial platform, from N3,800 to N3,200 which is 15.79 percent reduction starting August 1, 2018.
In addition to the reduction, MultiChoice said it is introducing more live football from other leagues to the GOtv Plus and Max packages. Specifically, it said GOtv Plus customers, will now have access to over 220 live games per season, with two games each from the Premier League, La Liga, and Serie A.
GOtv Max customers who are the kings will enjoy the best of La Liga and Serie A games, select Premier League games and 2 additional Champions League games. This is over 330 games per season.
For the customer who is going through economic strain, this is a welcome development.
Analysis of MultiChoice action of offering the customer more for less price is possibly predicated on the skittish and jumpy behavior of the ‘king’. The customer is always driven by price and value proposition. Though, price is sometimes considered insignificant when products are uniquely valuable but MultiChoice has leveraged the economic situation to offer price and value at the same time on Gotv Max as a convincing and motivating factor for subscribers.
Subscribers are expected to be hooked and attracted by this reduction to renew their subscription. This development is also anticipated to create traction for football, movie, news and documentary loving new customers to the platform.
Football game is another religion in Nigeria. Though, the Nigerian government has not given it the necessary attention which has led to dilapidation of some national stadia. However MultiChoice, with its DStv and Gotv is leading the pack in giving Nigerians football entertainment no matter where it is played. MultiChoice is determined to dominate that scene, hence the reduction in Gotv price and offering more football content.
Today, foreign teams and their players are more popular among Nigerian football fans. Even brands easily associate with foreign teams. They are filling the void.
With more operators in Nigeria’s pay TV market, competition is getting tougher. Ordinarily, the consumer’s natural behavior is to have options but GOtv, with array of offerings including music, entertainment, news, documentary, children channels, religion among others, has positioned itself as one-stop shop.
Over time and with entry of new players, Nigeria’s pay TV market has become dynamic with innovations that signal survival of the fittest. Gotv appears not to be losing sleep in the game it knows how to play.
Managing Director, MultiChoice Nigeria, John Ugbe explained that the price reduction has been effected to attract more ‘kings’ and widen their access to the great content on the GOtv platform. “Our goal is to give more Nigerians access to the great content on our platform without compromising on quality or variety. With the new price on GOtv Max, our customers can now pay less to enjoy more.”
The price reduction, according to an analyst is strategic for MultiChoice. The company recently hiked the tariff on DStv bouquets. Premium package moved from N14, 700 to N15, 800. Customers on Compact Plus from N9, 900 to N10, 650. The Compact moved to N6,800 from N6, 300. The Family package also increased by N200, from N3, 800 to N4, 000. Access package is N2,000 from the N1, 900.
With reduction in GOtv price, MultiChoice is strategically encouraging the DStv subscribers who may be saddened by the price hike to move to GOtv and still enjoy almost the same value.
However, the reduction of price on GOtv is a welcome development for the ‘king’ who appreciates good things with less price.
Daniel Obi