Wireless Application Service Providers (ASPs) are proving to be a boon for enterprises that do not have the time or the mega finances to chase mobile operators for a mobile short code for their organisations. One such ASP is Cellnext, which has launched a dedicated short code service through which enterprises can choose a suffix number to its existing short code 6677 and can own it exclusively.
This service comes at a time when mobile operators are becoming reluctant to release fresh short codes for organisations.
“We have created a technology that allows customers to have their own short code. Today there is a scenario where operators are not willing to open any new short code. They do make exceptions once in a while, but when they do, their charges are high, which the enterprises are not willing to pay. But still they want their own short code. So this concept of suffix is of great help where the customer gets the service at a low cost and a number of its choice,” pointed out Ajay Vaishnavi, COO, Cellnext.
Cellnext has already launched the service with Deutche Bank (Short Code: 667700) and the New Indian Express (Short Code: 667770) dedicated only to the owners.
The company is also trying to take the whole short code business online so that any customer can use the service without going through tedious paper work. “We have a website – www.wirelesszone.in – which is a one-stop shop for small and medium enterprises from where they can launch wireless polls and contests, wireless bulk messaging, etc., without contacting us each time,” Vaishnavi said.
The company is also focussing on multi-lingual content and m-paper services. “We have signed a deal with a big newspaper house, and it is currently in the trial phase. We will soon be launching multi-lingual content service in Hindi after launching the service in Marathi,” Vaishnavi said.
According to him, regional language content could be big and would complement the English language content on mobile. “With a new set of customers coming into the mobile domain, English is not going to be the only language. There will be a large section of people who will want services in their mother tongue. I believe the multi-lingual content will help operators penetrate those markets where people are not using value added services because of the English dominated content and thus, will add to the ARPU of the operator,” Vaishnavi added.