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Samsung Negotiating for Higher Data Caps Bundled With New TV Purchases

Phillip Dampier March 28, 2012 Data Caps, Online Video, Wireless Broadband No Comments

Samsung has a problem selling Internet-enabled televisions in South Africa because of the pervasive impact of Internet Overcharging schemes like data caps and metered billing.  Now the company is taking its case directly to telecommunications providers, negotiating larger usage allowances for customers who buy new Samsung “Smart TVs.”

Samsung South Africa says streamed video-on-demand is impossible in the country with current data caps, often as low as 2GB per month, and even lower on wireless.

“If you download one movie on [wireless], your data is gone in one movie,” Matthew Thackrah, business leader of consumer electronics at Samsung South Africa told MyBroadband. “If you then go over your data cap and you download a few movies, you don’t know what bill you’re going to get – but it’s going to be expensive.”

Thackrah said the average high quality streamed movie consumes around 1.6GB, far too much for heavily-capped broadband in countries like South Africa.

Samsung is now approaching providers about bundling special, larger data allowances for customers buying their televisions.  Instead of 2-5GB per month, customers would get 20-30GB per month — still small by comparison to North America, Europe, and Asia, but perhaps tolerable in southern Africa.

Samsung is reportedly negotiating with wireless providers Vodacom and MTN, and Telkom (the former state-owned phone company) to offer the enhanced data packages.

So far, Samsung has been successful with Telkom, according to a press release sent last week:

This partnership will see Samsung and Telkom cooperate in the marketing of Samsung Smart TVs and fixed-line broadband solutions as bundled packages, thereby ensuring that consumers have access to affordable broadband while enabling Smart viewing experiences through Samsung’s latest Smart TV line-up.

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