Last year Poynt Corporation, a leader in mobile local search services, and Times Internet Limited, the internet and mobile services arm of India’s leading media house – Times Group – tied up to bring Poynt Corp’s mobile local search application to the India’s mobile users. The initial plans were to release the application in the first quarter of 2011. Now finally the release of the timesPoynt app has been announced.
The timesPoynt app will allow Indian mobile users to access locally relevant content, which will be GPS-enabled. Data from Timescity.com is integrated in the app and users can search for restaurants, events, nightlife destination, theaters and other information specific to their area. A user can opt for click-to-call businesses feature to contact any particular business listed in the search result. They can also get directions.
This app will be available across all leading smartphone platforms. Currently users can download the app for iPhone, Nokia devices, Android and Blackberry from their respective app stores. Through the Timescity.com portal TIL already has a great equation with a number of advertisers, agencies and merchants in the local space. Plus promoting the application through the various media channels (read radio, newspapers, magazines and TV) available to TIL will help in reaching a large part of the over 900 million mobile users in India.
Users performing local search using the application will be targeted with contextual advertising. This is the model Poynt Corp has been using in other markets, so we can assume that the same will be done in India. The overall revenue model for the app will depend on actual search, the page views generated due to the search and in-app transactions, besides advertisement. For contextual advertising model to work an ad inventory is required and over the next 12 months or so Poynt Corp and TIL will work towards building it. Besides contextual ads, display ads and sponsored listings will also find a place in the app.
TIL have recenty carried on some interesting activities on their own, they announced their deal with EPL (English Premier League) & NBA which offered mobile users to catch EPL matches on their handsets. Whereas, their partnership with NBA introduced an NBA section on the Times of India website. Not to forget, this year itself the global Internet, mobile and audio rights of IPL were acquired by TIL and Nimbus Communication Limited for the next 4 years leveraging its reach.
Coming back to current news, Poynt Corp hopes to become the mobile local search and advertising leader in India and TIL hopes to capture the mobile space the same way they have captured the web.