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Celcom Expands Digital Mobile Lifestyle Experience with ESCAPE

By Sharmine Ishak - on 23 Aug 2013, 3:24pm

Celcom Expands Digital Mobile Lifestyle Experience with ESCAPE

Celcom has recently announced ESCAPE - a personal entertainment space with "unmissable events and irresistible moments" for 13 million of its mobile customers and subscribers. Through ESCAPE, users can enjoy various forms of content created, produced and packaged to suit a digital mobile lifestyle including movies, TV series, live broadcasts and events in high resolution. Combined with a unique 'pause and play' feature for watching across multiple devices, content can can be enjoyed anytime and anywhere.

The launch of ESCAPE was officiated by Dato' Sri Ahmad Shabery Cheek, Minister of Communication and Multimedia Malaysia (center) together with Dato' Sri Jamaludin Ibrahim, Managing Director/President & Group Chief Executive Officer of Axiata Group Berhad (left) and Dato’ Sri Shazalli Ramly, Chief Executive Officer of Celcom Axiata Berhad

"ESCAPE represents a revolutionary digital service that will change the way Celcom's customers enjoy seamless digital entertainment wherever they are in Celcom's Fastest Territory," said Dato' Sri Shazalli Ramly, Chief Executive Officer of Celcom Axiata Berhad. "As Celcom‟s groundbreaking entrance into digital entertainment, ESCAPE will open doors to exclusive local content as well as world-class programs and shows through our fastest and widest mobile network, giving our customers unlimited entertainment at their fingertips."

"ESCAPE embodies irresistible moments and events that can‟t be missed, especially with our newly established partnerships with Malaysia‟s top production houses, artistes and directors that will pave the way for local productions and series airing exclusively on ESCAPE. Celcom subscribers can look forward to amazing new reality shows, first-hand previews of the latest local blockbusters, and an ever-expanding library of content tailored for Malaysian audiences in addition to international movies," he added.

Content on ESCAPE is curated to include long and short-length content formats, which will meet the entertainment needs of the modern mobile consumer. Users can view and purchase movies and content via any device with internet connectivity including smartphones, tablets, laptops and PCs. In Malaysia, ESCAPE's content partners include Excellent Pictures, Global Station, idoTTV, KRU Studios, Skop Productions, Suhan Movies and Tall Order Productions.

As part of the launch of ESCAPE, the event was graced by some of Malaysia's top artistes, stars and producers including Dato' Siti Nurhaliza, Datuk Yusof Haslam, Norman Abdul Halim, Hans Issac, Syamsul Yusof, Adam Corrie, Redzuan Hashim, Rosyam Noor, and Ahmad Idham. In a surprise twist, Celcom even announced international superstar, martial artist and movie veteran Jackie Chan as ESCAPE's new brand ambassador.

Dato' Sri Shazalli Ramly, Chief Executive Officer of Celcom Axiata Berhad (left) introducing the top Malaysian entertainment producers who signed partnership agreements with ESCAPE earlier this month for exclusive content on the portal. These included Dato’ Siti Nurhaliza, Datuk Yusof Haslam, Norman Abdul Halim, Hans Issac, Syamsul Yusof, Rosyam Noor, and Ahmad Idham

ESCAPE is exclusively available on both Android and iOS to Celcom's postpaid and prepaid customers, who can register via Facebook or a valid Celcom mobile number at the ESCAPE website - Registrants will be requested to verify their application via their Celcom mobile number. Content is available on individual rental or 30-day, all access passes named 'Watch One' or 'Watch All' respectively. Billable content can be paid via their Celcom postpaid or prepaid accounts or credit cards.

As an added incentive for customers, subscribers under Celcom First will enjoy RM54 worth of movies and events on ESCAPE over three months simply by sending "ESCAPE" to 28882 via SMS. Prepaid customers on Xpax, U.O.X., S.O.X., and Celcom Frenz who register via the same steps will also be able to enjoy RM6 worth of movies and events when they reload RM10 into their prepaid account, or RM18 credit when they reload RM30. Both promotions are valid from now until 31 December, 2013.

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