Chicago-based Playboy Enterprises Inc. is having big hopes of entering new markets like India, China and Russia. To enhance its growth globally, it is aiming at digital delivery.
The company currently has 20 foreign editions of its chief magazine, but some of the fastest growth outside of licensing is apt to come via “the development of new platforms for digital entertainment, “Christie Hefner said after releasing fourth-quarter and full-year 2005 financial results.
A key medium the company is sighting to deliver its content is the mobile phone. Hefner pointed out that in parts of Europe, adult entertainment is the single biggest category of content sold on mobile phones. Offerings range from still photos and video clips to games, and even ring tones featuring the voices of Playboy Playmates.
More digital delivery of content…is key to the company’s future as its main magazine remains in an apparently never-ending decline in advertising revenue and circulation.
If Playboy had a choice, it would surely put its cards on delivering content on mobile phones or any other digital mediums in India. Infact India too being largely a mobile country, a Mobile Edition of Playboy may not be too far a reality.