MTN launches MTN Play

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The MTN Group, on Wednesday, 10 February 2010, launched a content portal that will make available 2010 FIFA World Cup-related content on mobile handsets, including near live match highlights. The portal, called MTN Play, is an interactive mobile access channel available to 21 countries in Africa and the Middle East.

“Digital content on mobile phones is a proven solution that works in emerging markets. Through MTN Play, we will enable mobile customers around the world who still do not have access to TV, as is the case in some of the African countries which ironically boast impressive mobile penetration levels, to experience the magic of the 2010 FIFA World Cup South Africa via their handsets through watching video clips of their favourite teams, downloading their national anthems and following their teams' performance during the much-anticipated tournament,” said Cambridge Mokanyane, MTN Group general manager: FIFA 2010.

MTN has exclusive global mobile content rights for the event. The portal will also provide MTN customers with locally-priced content including news, music (local and international), games and more.

To facilitate access and ensure affordability the content on MTN Play will be differentiated so that all handset types will be catered for by offering SMS content for entry level phones all the way to the video content for high end smart phones.

The launch of MTN Play is a culmination of a partnership between MTN and IMIMobile, an India-based software and managed services provider which has links with 350 content providers worldwide.