Mobme integrated their SMS short code platform GO with Mobshare Channels enabling easy Subscriptions via SMS. One of the first channels to launch on this plaform was that of Malayalam Newspaper Daily Mathrubhumi which due to the launch by Actor Mamooty saw over 44000 subscribers in Day 1 itself.

This shows how offline content delivered by technology players online or on mobile backed by celebrities works wonders. Sort of a formula if you ask me.

Get a traditional content partner with great offline reach + great technology/app provider (sms, gprs or online) + Get a celebrity to endorse it = Voila! You have a fantastic traction on day one and more.. Im sure this would work for any service.

Well the other Malayalam newspaper that has been aggressive both online and offline has been Malayala Manorama which has not only launched a mobile site in association with Nokia but also launched a matrimony portal sometime back. I think existing offline brands can leverage existing technology providers expertise to quickly build a base of users in digital platforms be it online or mobile or even DTH.

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