Ericsson has announced the launch of its first end-to-end subscription video-on-demand content service, NuVu. The service will be marketed in close collaboration with service providers.

The first service will be launched in partnership with leading telecom operator Airtel Nigeria in Q1 2016 to more than 30 million subscribers.

With the solution, subscribers will have access to around 3,000 local and international TV and film titles spanning a wide variety of genres.

With this solution, subscribers will have access to around 3,000 local and international TV and film titles for a small monthly fee.

They will be able to download content directly to their smartphones or tablets at no additional data cost during off-peak network times, and access the content offline for up to 30 days after downloading.

A core feature of the service is the built-in ability to distribute content to consumers during off-peak periods.

This is expected to minimize data costs for both operator and consumer, addressing the cost challenge that has so far been an obstacle for video-on-demand uptake in Africa

With the new solution, Ericsson and telecommunications services provider Airtel Nigeria are planning to jointly launch NuVu in the first quarter of 2016 to more than 30 million Airtel subscribers in Nigeria.

NuVu’s content offering, which is expected to grow significantly in the coming years, will span a wide variety of genres including Hollywood and Nollywood movies, TV series, kids, music, gospel and education. Ericsson is working with a number of leading international distributors to acquire TV and film content for the new service.

NuVu is a complete end-to-end technology and content service. The platform, which has been developed by Ericsson and leverages the company’s extensive over-the-top capabilities, will be fully integrated into the operator’s customer relationship management and payment systems.

The service will be launched initially as an Android app for smartphones, providing subscribers with a personalized user interface, bookmarking and personal recommendations. Ericsson will continue to roll out the service on other platforms and operating systems.

Speaking on the new solution, Thorsten Sauer, Head of Broadcast and Media Services, Ericsson, said that, “The launch of NuVu is a significant landmark for Ericsson and is uniquely positioned to help our operator customers to address a significant untapped market for video content.