Value-added service provider Handygo, and Bollywood production company Tips, have entered into an exclusive partnership that will help both the players to leverage their strengths in content creation and content commercialisation. Handygo will also be Tips’ technology partner, whereby the former will provide expertise in commercialising content across mobile media and operators.
Handygo is a mobile media company pioneering in mobile entertainment and mobile VAS in India and overseas since 2001. It welcomes the mobile users to a wire free world of imagination and technology. It leverages different technologies like J2ME, Symbian, Flash, Bluetooth, etc. to develop applications, games, mobile music, graphics, etc. All major India mobile operators are its customers.
As part of this partnership, Handygo will have exclusive access to Tips’ catalogue of movies and albums. Some of the properties include ‘Naqaab’, ‘Shut Up and Kiss Me’, and ‘Race’, among others. “There is a healthy mix of Bollywood movies and private albums spread over a period of time. This mix helps us develop and package musical and non-musical properties to both mass and niche mobile users across mobile operators,” said Gopal Krishna, COO, Handygo.
Handygo hopes to leverage operators’ platforms like WAP/GPRS and CRBT. Apart from the usual rights, they have other mobile rights like complete songs and videos, movie gaming, embedding, etc., thus giving them full flexibility to commercialise content in a variety of ways. The company intends to launch attractive promotions against compelling gratifications. These may include ‘meet and greet’, autographed merchandise, premiere show invites, launch party passes, movie tickets, etc.
“We have a multi modal number -- it’s an interactive voice response number where users can directly dial this number to access select RBTs -- across Airtel, Reliance and Idea mobile networks. This gives us total control in content packaging, pricing, positioning and having promos with gratifications,” explained Krishna.