LeTV Bets on Expat Content for Its U.S. Phone Debut

Chinese Internet TV giant LeTV plans to start selling phones in the U.S. later this year, and the company is targeting a niche audience for its Stateside debut.

LeTV will bundle a video streaming service targeting Chinese and Indian expats with the phone, and market the device as “the homeland in your pocket,” said LeTV’s general manager of international strategy, JD Howard, during a recent interview.

“All of our innovation is focused around the user experiencing content on the phone,” Howard said. This does include some of the phone’s hardware, which he described as optimized for video viewing. But it also extend to tweaks to Google’s Android operating system: LeTV’s phone features a “live” button prominently placed on the phone’s home screen, which leads users to an app featuring a variety of live streams.

LeTV initially wants to feature Chinese and Indian content in its live and on-demand libraries, and is also in talks to bring Spanish-language content to the phone. Eventually, the company wants to expand to also offer English-language content, said Howard, but it may use an aggregation model in order to compete with online video heavyweights like Hulu and Netflix without breaking the bank…

Check out the rest of the article from Variety.