World Monitor Mag, Industrial Overview WM_November_2018_WEB_Version | Page 48

EXPERT OPINION
Which entertaining content on
the Internet in Kazakhstan will
people pay for?
How many times a day do you look at your
smartphone screen to check notices and
messages or social networks? According
to various survey data, a person looks at
their electronic devices more than 150
times a day.
This statistic is verifiable. Today the smartphone provides al-
most unlimited possibilities. We use it for work, to have fun,
to build relationships and sometimes even to find love. Smart-
phones with access to mobile internet provide answers to any
information requests, including questions about what to see
or listen to. According to the statistics of Google Trends in
top 5 requests four lines is a search for a video – TV series
Game of Thrones and Fizruk and a phrase Films of 2017.
Kazakhstani people, like most Internet users around the
world, are more interested in entertaining content. Howev-
er, this entertainment is often accompanied by unrequested
information in most cases: banner advertisements, pop-up
messages and invitations to online-casino at video hosting
services interrupt our personal space during movie viewing,
listening to music or reading.
The development of OTT technology helps to clean up this
information 'garbage' from entertaining Internet-content.
Over-the-Top is a method that provides multimedia services
through the Internet on a commercial basis. The user pays
for what he/she chooses and gets only what he/she actually
needs. For content suppliers this technology also opens new
borders. Today OTT provides traditional television, which is
available not only for television screens, but also on smart-
phones or laptops through mobile applications.
Kcell company has been developing the mobi ecosystem
since 2016. It is an entertainment service that provides legal
content and prohibits advertisements with a paid subscrip-
tion. The ecosystem includes the following entertaining ser-
vices: mobi music, mobi TV, mobi kino, Bookmate from activ,
mobi press and the mobile and financial service called mobi
money. And this is a completely new format of using media
for Kazakhstan people.
Almost 800,000 Kcell and Activ subscribers have become ac-
tive mobi users in the last two years.
The mobi music application has attracted 378,000 people to
listen to music, 288,000 viewers watch mobile television in
mobi TV, 69,000 people choose to view films and TV series in
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