Claro Colombia (America Movil) has partnered with Amazon to launch a promotion open to its 10 million fixed and mobile customers. Under the offer, all TV, internet and fixed telephony customers can receive three months of free access to Amazon Prime Video.
Customers can sign up for the promotion through the Mi Claro app. After the promotional three months, they can continue the subscription, which will be added to their Claro invoice at CLP 17,900 (US $3.69) per month.
Content-based promotions have become more common in the telecom marketplace. Offering access to popular digital content subscription services is typically employed as a method of attracting new customers. What makes Claro’s promotion stand out, however, is that the MNO’s new promotion is for existing customers.
While customer acquisition is an ongoing objective for any telecom, as the largest telecom provider in Colombia, Claro’s market share is already over 50%, more than double its closest rival. Given its significant market share, this operator also needs to make customer retention a priority, which is where this promotion appears to be aimed.