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Singtel and China Literature forge strategic partnership to promote digital literature


Singtel and China Literature have forged a strategic partnership in digital literature services and content platform businesses. Previously known for aiding in bringing in companies such as Netflix and Spotify to Singapore markets, Singtel’s decision to focus on literature sees it jointly leveraging on it and China Literature’s strengths to tap on Singtel’s digital and payment capabilities and combined reach of over 690 million movile customers, along with China Literature’s 7.7 million writers and 11.2 million online literary works.

At a MOU signing ceremony, an agreement was forged to cooperate in areas including content co-production, licensing and distribution, marketing and promotional activities and digital payment services. This then sets up for users to access and subscribe to content from China Literature and its global content creation platform Webnovel on Singtel’s digital applications, such as Dash. Dash, and direct carrier billing, will also be integrated with China Literature’s digital applications to facilitate payment for paid content.

Says Mr Arthur Lang, CEO of Singtel’s International Group: “We’ve made quality content central to our strategy to build up a digital ecosystem of services across the region as our customers love great entertainment. One way we are doing so is through partnerships in new forms of content. Having recently introduced gaming, esports, mixed martial arts, we now look forward to bringing digital literature to our customers, particularly millennials who enjoy user-generated content. Our collaboration with China Literature will further our efforts to drive user engagement and build communities with our digital apps and services. We hope to jointly grow digital literature in the region and explore opportunities in a wide range of media formats and content delivery.”

Mr Lang also expressed Singtel’s capabilities at amplifying digital literature content via Singtel’s platforms, such as video streaming website HOOQ, by creating adaptations of the literary works on China Literature, emphasising how times have changed and that to sell literary works is no longer a matter of the publisher pushing works to customers, but customers having the power to decide what they can and are willing to read instead. Other representatives during the signing included Webnovel’s General Manager, Webnovel’s Content Director, as well as China Literature “Phenomenal Writer” Zhi Niao Cun and Moloxiv, the latter hailing from Singapore.

The Singtel-China Literature partnership will also cover areas such as support for original content, and nurturing of writers, translators and editors, to enhance the development of quality content in Southeast Asia. Both parties will explore content adaptation, production and promotional activities on Singtel’s video platforms.

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