Comviva, provider of VAS integration services for Telcos in emerging markets has announced their collaborationwith Nuance Communications to facilitates better voice access that will allow greater intake of VAS content in India.
The company claims that Application named ‘Song Search’ to be released in Oct-2009 will enhance Subscribers searches related to music content with the power of their enhanced voice recognition ability. VAS content revenues are growing but has largely not been able to keep pace with the Telecom growth in India. The major drawbacks has been the lack of Proper voice recognition and other search avenues of content like ring-back tones, music search etc.
Many telecom operators currently allows Voice recognition access to VAS content but has been frequently getting complaints regarding improper speech recognition by the services. Some services even charge subscribers on the basis of per minutes of usages which again annoys the subscribers. Thus bringing down the VAS demand.
According to Manoranjan Mohapatra, CEO, Comviva, “Voice-based services in VAS are the key to providing exceptional consumer experiences – and we are expecting ‘Song Search’ to impress mobile users. We anticipate that the design and flexibility of the system, combined with the accuracy of recognition rates will make it significantly easier for consumers to find and download the songs they want.”
Mobile-VAS scenario in India is still looking for better transparency in charges although many VAS players are adopting to code of conduct defined by IAMAI. On the content front we also require great innovation as only ring-back and music service can’t be deemed as MVAS service. The need of enhance service and lower pricing would continue to rule the Indian MVAS market in general.
Astroyogi Partners with UTV Motion Pictures to Promote ‘What’s your Rashee?’
Astroyogi, Indian based astrology portal seems to have find a perfect partnership match in ‘What’s your Rashee?’ movie. The portal has tied up with UTV motion pictures to promote the movie slated to release on 25th of September.
The portal would run promotions through its Online as well as SMS Shortcode service – 57677 as it feels that the movie promotion gives it a very good synergy and may thus mean great marketing for its astrological site.
The portal through this tie-up would be conducting Online Contests on its platform. The benefits would be great as this contest would only be available to registered users thus bringing thousand of movie fans to its subscriber fold.
According to Ms. Meena Kapoor, CEO Astroyogi.com said, “At Astroyogi, it has been our endeavor to enhance information exchange across technology platforms. Mobile VAS, SMS and online technologies today have a greater reach than mainstream media and we are happy to merge these technologies to promote ‘What’s your Raashee?”.
For UTV the benefits from this tie-up may not bring much financial gains but is strategic looking at the theme of the movie and the leadership position cornered by Astroyogi in Online astrology market in India.
PS: We discovered that Priyanka chopra seems to be aggressively promoting this movie via twitter as well. You can follow her here and also participate in her twitter contest here.
