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Mauj Telecom gives mobile games a vernacular flavour

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Mauj Telecom gives mobile games a vernacular flavour

Mauj Telecom, one of India’s leading wireless solutions provider, is taking value added content one step closer to mobile users with the launch of mobile games in eight Indian languages – Hindi, Marathi, Gujarati, Bengali, Tamil, Malayalam, Telugu and Urdu. Mauj has developed three games, titled ‘Mastibhari Udaan’, ‘Saahas Ka Yudh’, and ‘Jaanbaaz’, aimed at making mobile game play easier for mobile users in B and C towns.

For the mobile phone industry, new value added services represent the most sustainable source of growth. B and C towns are driving the growth in the value added services segment because the cost of mobile entertainment is not considered as part of the mobile expense, but is a mainstream entertainment source due to lack of alternative quality entertainment.

As the lower income population has a demand for entertainment and information services, Mauj, with the aim of meeting this demand, has launched this new wave in the value added services sector, that is, Indianisation.

Elaborating on this innovative initiative, Arun Gupta, Chief Operating Officer, Mauj Telecom, said, “Only 3-5 per cent of the Indian population is familiar with the English language, and all mobile gaming currently is still only in English. By offering our games in eight different languages we have now taken a giant leap to connect to the real India.”

He added, “Analysts estimate that the local language content market in mobiles will grow at a staggering rate and Mauj is leading the charge to further boost this growing segment.”

While developing the games in Indian languages, Mauj has ensured that the mobile user is at complete ease while playing the game. Right from the introductory menu, to the help section and technical detailing, optimum care has been taken to maintain a local flavour. To ensure smooth functioning of the game, Mauj has employed approximately 30 translators and over 20 technicians. At the same time, the fun aspect associated with playing games has not been compromised.

Mauj games in Indian languages are now live and available by logging on to or by sending an SMS to 7007 on Idea, Hutch, Spice, BSNL and MTNL. Games in these languages are available on all Nokia, Samsung, Sony Ericsson, and Motorola handsets.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.