The Building of a Mobile VAS Ecosystem

By Harshil Karia • January 11, 2008

We have written quite a bit about Mobile VAS in recent times and a company that consistently comes up in discussions is Mobile Worx. As many of you would know, Mobile Worx looks to transform the Indian Mobile VAS Market by allowing users to download content paid by advertising.

Mobile Worx has also launched ZestADZ – a platform that it hopes will lead in the mobile advertising space in India.

The mobile advertising platform www.zestadz.com brings together an ecosystem of advertisers and publishers. They claim to have a superior network of supposedly ethical advertisers across India and believe that they can help mobile content developers/publishers monetize content assets.

Here is how the model works:

Publishers create WAP sites / games / or launch SMS services. They can monetize that using the zestadz platform using a simple API or other tools that are available. Using a simple analogy, ZestADZ works in the way Google Adsense /adwords work, but it is mobile based. Publishers who have worked with Google adwords / adsense would understand it clearly.

The Key Attributes of the ZestADZ Network Include:

Ability to monetize SMS/WAP/J2me Symbian application.

Choice of text and banner ad inventory

Near real time reporting of traffic and revenue with their analytics system

Publishers can increase revenue by maximizing valuable inventory and selling more of it.

It’s Easy to integrate

100+ publishers from all over India and the list is growing

I think the key to note is that Mobile Worx is building an Internet Eco System because it seeks to have a base revenue share of 25%. For premium publishers, revenues can go up if they provide better value for advertisers

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Categories: Advertising
Tags: mobile vas, mobile worx, Zeestadz

About the Author

Harshil Karia

Harshil is one of the Executive Directors at FoxyMoron. Often known as the 'Constant Observer', Harshil's interest lies in New Digital Media, Social Media, Web 2.0 and the Internet in general. He believes strongly in the utilitarian power of the Internet and watching that power take shape fascinates him to a large extent. He is dabbling with design enhancement as well. He pens down his thoughts on BeFoxy as well where he brings forth tools, tricks, and important 'how to' guides on being 'Foxy'. Follow him on Twitter - http://www.twitter.com/harshilkaria

4 Responses to “ The Building of a Mobile VAS Ecosystem ”

sri vikas Jan 11th, 2008 at 10:03 am

Great review, Harshil.

As for the rev share – 25% is a base revenue share.. that rev share goes up for premium publishers who are able to give better value for advertisers.

ZestADZ is also available for mobile content/site publishers in facebook mobile platform. ZestADZ is the first mobile advertising company in india to enter facebook mobile platform.
Qurat Jan 12th, 2008 at 4:12 pm

Good review! But Is it really 25%?
Harshil Karia Jan 13th, 2008 at 3:06 pm

It is
sri vikas Jan 17th, 2008 at 7:53 pm

it is between 25% to 40% . it depends on the targeting and the value given to the advertiser.