Iflix confirms Pakistan launch 10 months after naming local GM to head operation

shahMalaysia-based streaming firm iflix has formally launched in Pakistan, 10 months after appointing a general manager for the market.

To mark the launch, consumers can sign up for a 30-day free trial.

Iflix Pakistan GM Farees Shah, who joined the company back in March 2016, described Pakistan as an “exemplary market” for the business with rapidly growing Internet and smartphone use.

Iflix appeared to recognise the protracted nature of the launch by saying it was “finally live in Pakistan!”

Explaining the long lead time, Shah said in an email to Mumbrella: “It is key for us to launch with the best experience possible, and one that is tailored to the needs and preferences of the Pakistani consumer.

“In line with this vision, it was important to have the infrastructure necessary for us to launch, including acquiring key local content partners, initiating local partnerships and ensuring the company adheres to local entities and regulations.”
Shah, who joined the streaming firm from German online fashion retailer Rocket Internet where he founded its Pakistan business,, said Pakistan was ripe for Internet TV with a recent explosion of broadband use.

“3G and 4G was only rolled out in July 2014, and with now over 30 million mobile broadband users we are seeing growth rate of over one million mobile broadband users every month,” he said. “Conservative estimates suggest that by 2020 we can expect well over 50 million people online with a super computer in their hand looking to be in control of their entertainment experience.”

iFlixShah added it would follow the strategy adopted by Iflix in other emerging markets and embark on data-driven marketing, programatic buying, telco integration, strategic retail partnerships and celebrity-driven marketing.

“We are looking to employ some if not all of these strategies in Pakistan soon,” he said.

On content, Shah said it would offer “what the Pakistani online consumer wants to see”

“Local is a key part of our offering along with international and regional content, which also has a strong following in the country. We are working towards various strategic partnerships in Pakistan which will be rolled out in 2017.”

Pakistan is the eight market for Iflix. It already has a presence in Malaysia, Thailand, the Philippines, Indonesia, Sri Lanka, Brunei and the Maldives.

Iflix flagged further expansion by confirming it will “roll out its world-class service to key additional emerging markets in the coming months”.

Costa Rica, Myanmar and Kenya have been identified as potential markets.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing