Internet TV service provider iflix Ltd said it remains firm with its business focus despite challenge from Netflix Inc which has announced its expansion worldwide.

The company’s official told The Malaysian Reserve yesterday that iflix still has the competitive edge and “deep understanding” of the market it operates in.

The company said it has focused on providing a high-quality service with exceptional content uniquely created for the local consumer.

“iflix is a mass market, mobile-optimised offering at a price that everyone can afford. We have developed our technology and features specifically to address infrastructure inconsistencies native to our markets.

“We have additionally partnered with the world’s most acclaimed international st udios, as well as top regional and local producers, and distributors to offer members the largest library of top film and television content in the region, all available on demand,” the company said.

On Netflix’s recent move, iflix said the announcement is good news for the industry and stressed the shift in entertainment consumption to on demand is a “global phenomenon”.

“For consumers it is great that at least a subset of the Netflix branded content is now legally available without a VPN (virtual private network).

“From iflix’s perspective, we are focused on the unique challenges of emerging markets whether it is pricing, payments, infrastructure challenges, cultural preferences, or local programming and language.

“We will continue to provide the broadest most relevant selection of content for the local consumers at a price that everyone can afford,” it said.

Yesterday, the US-based leading Internet TV network launched its service globally, simultaneously bringing its Internet TV network to more than 130 new countries around the world.

Netflix to date has over 70 million members in over 190 countries, enjoying more than 125 million hours of TV shows and movies per day, including original series, documentaries and feature films.

For Malaysia, Netflix’s service is available for as low as RM33 per month, with a 30-day free trial.

Like iflix, consumers are not bound to any annual contract and can terminate their account anytime they want.

iflix offers subscription that begins from as low as RM8 per month. In December it crossed its one million subscribers, eight months after its launch.

Aiming to be the number one in South-East Asia, iflix’s service is currently available in Malaysia, Thailand and the Philippines.