There has been plenty of reporting on the growth and potential of India as a mobile gaming market, but now mobile operators and content providers are taking a step forward to offer their subscribers non-gaming lifestyle content. In keeping with this trend, Mobile2win (M2W) recently launched a wide variety of lifestyle mobile content like Mobile Pet - Puja. This has been launched in India after the immense success of the Mobile Pet Application in Japan and South Korea.
This new and innovative service had a special appeal amongst the Indian mobile users and this application allows one to raise a mobile pet by performing different activities such as playing with the pet, training it, etc. M2W has created a virtual aquarium on the mobile, where one can meet some friendly pets – Goldie the Goldfish and Rhana the Piranha. One is required to feed them, clean their tank and play with them to collect points. The other lifestyle applications launched are Mobile Yoga, Tarla Dalal Cooking recipe – Mobile Cookery, Mobile Karaoke and The Art of Living.
Rajiv Hiranandani, Country Manager, Mobile2win, said, “In the last one year, we have tied-up with as much as 18 media clients right from Turner, India TV, Sony, SET MAX, AXN, Hungama TV, Punjab Kesari, Sakal Group, DNA, Indian Express, Loksatta, Outlook and others as their exclusive wireless media partner. We certainly intend to seal our position as India’s leading wireless marketing solutions provider, and for the same, it is important for us to provide many unique content options and lifestyle products is just one of them. We aim to go up the value chain, go beyond mere SMS and television and actively integrate the message with editorial downloadable content.”
“Mobile customer is a dynamic consumer and, therefore, we have to provide him with premium content and applications. We are also gunning for new media relationships in the next few months and are working aggressively with some international movie houses, thus we are aiming for at least 100 per cent growth by the end of this fiscal. But in order for this genre to grow, we need to get the operators working closely with us where along with operators abandoning their wall guarded approach the revenue share with us will have to be higher too,” added Hiranandani.
There is indeed a huge opportunity for Value Added Service (VAS) providers and especially so in the tier II and tier III cities as there is a lack of entertainment options and entertainment on mobile screens can be tapped fruitfully.