Paprika Media ventures into mobile apps

Paprika Media will develop the comprehensive Time Out India app that will act as guides on travel, food and the night life category.

e4m by Arwa Sultanali
Published: Nov 15, 2011 7:31 AM  | 3 min read
Paprika Media ventures into mobile apps

Paprika Media is currently working on developing apps. In the last quarter, they did extensive research and usability tests for the development of the apps. The Time Out apps have gone under development since the beginning of this month.
People are looking for information on what to do and when, where to eat and what’s happening around them on their smart phones.
Talking about the initiative Rajnish Rawat, Chief Operating Officer, Paprika Media said, “Timeout is the perfect solution for getting this information. Timeout mobile apps are rage in many countries and we hope to see the same in India.”

The company will develop the comprehensive Time Out India app. They will also come out with three full fledged apps acting as guides on travel, food and the night life category. All these apps are set to be out by the end of this year or early next year.

Neelesh Pednekar, Digital Business Head, Paprika Media explained that the night life segment will provide listings of bars, clubs, events and happenings. It will also provide reviews of restaurant and bars. The travel segment will enable the users to book holidays and completely plan their travel - from selecting a destination until their bookings. Time Out food section will have content on different offers, events and deals running in various bars and restaurants.

As per Paprika Media research, there will be 15 million app users by mid 2012 across eight platforms. Pednekar continued, “As per our marketing strategy, we would be catering to a half a million users in six months of launch.”

He also mentioned that the cost factor involved in making the apps have been reasonable as per the size of the market.
Sharing the scope of Time Out apps, Pednekar opined that there is no direct competition. They are the only players that know the city well across a large spectrum of categories for more than seven years.

He elaborated, “Our content is our strength and if a competitor tries to get into the space, they would have to spend a lot of time and money.”

Paprika Media is developing apps not only for the Time Out brand but also for other clients in the coming months.

They will look at the needs of the clients, analyse and understand their requirements and their audience.

Pednekar stated, “Based on the requirement of the clients, we will propose a 360 degree solution that will enhance the client’s brand.”

They are currently in talks with a few clients in different industry categories but declined to reveal names. They are also in discussion with a couple of telecom service providers for partnerships for technical requirements.

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