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A Busy Weekend at Indiatimes: Launches Local Search, ARBT and Group SMS Services for Mobile Users
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Indiatimes had a busy couple of days if their latest announcements are anything to go by. Singing the same tune as we did here at WATBlog on Friday, when the air was filled with more mobile industry stories than any other, Indiatimes has launched three mobile enabled services catering to different needs and projecting different business streams that mobiles are capable of. I guess this only adds to our assertion that mobile is moving ahead and moving ahead big.
So what are the big news?
To go with their earlier launch MocoLife, a group SMS service that also offers content based on subscription, Indiatimes has launched local search on WAP and SMS. To add to these user services they have also added Ad RBT service (Advertising Ring back Tone) through Adringles for their advertisers to make the most of.
Local Search on WAP and SMS
First up the local search service on WAP and SMS. The service can be accessed via Indiatimes’ wap site or by sending “ASK <query>” to 58888. This service is built in partnership with Onyomo and as the guys at Plugged rightly point out, its an excellent deal for Onyomo considering they will get a huge reach through Indiatimes’ 58888 service. This comes at a right time for Onyomo considering the heat Sulekha was generating with their latest local search launch. Which begs the question of what Asklaila and Justdial might plan to do?
Ad Ringback Tone
58888 might just be the smartest thing Indiatimes ever did compared to all other digital media initiatives from their stable. Indiatimes will use its 58888 base to promote their latest service Ad Ringback Tones. The idea is obvious form the name, much like caller tunes, you will now have ads (or branded messages) ringing in your ears.
They have created Adringles.com where advertisers can register and upload their advertisements once the site becomes fully functional. Mobile operators can then use the uploaded ad-tones and pass it on to the subscribers.
Advertisers can use this for lead generation and perhaps brand awareness. The system works in a way that, if the listener is interested in the service they can push a button (zero in this case) and continue with the call. The response if any would be recorded and the advertiser can get back to the user after the call is ended through an sms or related service.
Advertisers will be charged for this service, and revenue will be shared between Indiatimes and Mobile Operators. The data excuse for the potential of this service comes from the number that suggests 30% of the 300 million odd subscribers in India use caller tune services. What I don’t personally understand is how they have equated songs with advertising?
As of now I don’t understand the benefit the subscriber would get out of opting for this service.
It is a genuine query that I have been having since long. If somebody is receiving exposure because my friend called me, he listens to it and is now an informed individual, the mobile operator gets paid and the advertiser gets a lead and all this is happening on my cell phone. Why am I not getting a part of the money floating around through my phone?
I feel we are missing out on a huge potential in making the most of mobile services by not giving the user a higher role or say in the picture. Involve them, and you might just have a lot more subscribers, and in all probability better conversions in terms of numbers.
This is not to judge the service in anyway, but I doubt if anyone would want to opt for a advertising in place of a ring tone. Obviously even if it is bundled with caller tune facility, hearing ad jingles or sales pitches is an irritating topic for many. And we don’t even get paid for any of this.
And this isn’t anything new I am suggesting, advertising has proliferated on the web this way since quite some time now. Something for Mobile VAS players to consider I guess.
GroupSMS services
The third in line for attention is Mocolife. Mocolife is a website which allows its members to send free or paid group SMSes, and a lot of VAS like ringtone downloads, mobile updates, SMS reminder services, etc. They plan to offer their free services through advertising at the footer of the message sent.
Obviously, there is a lot more value add going on with Mocolife compared to someone like an SMSGupshup which is still just a group SMS platform. And add to this the power Times guys have in terms of media and reach and Mocolife is already a huge player to contend with in the market.
In addition to the mobile trilogy above in terms of Mobile VAS, Indiatimes have also launched m.timesofindia.com and m.economictimes.com to complete the family photograph.
Hail mobile all, its time is now.
hey, this article has a single line on ’subscriber can get rewarded’ http://www.pluggd.in/2008/09/indiatimes-launches-adringles-arbt-service-mocolife-group-messaging-service or does he mean something else?
meanwhile, what’s with that ridiculous location targeted (?)event ad that follows my cursor, it made me curse!!!!
Ideally a poll should be started for ” User(Mobile owner) should get benefit for using these ARBT or Not” & then the results should be provided to indiatimes or all others so that they can seriously think over it. Above all this would b a motivation for any user to use these ads as RBT & at the end it will serve the purpose for indiatimes - getting more & more users subscribing to it !!!