Airtel has partnered with Novosol to offer sports-centric Mobile Value Added Services (MVAS). Catering to fans of multiple sports, Novosol & Airtel have come up with three segments MoCricket, MoFutBol and MoSportz. The content will be delivered through multiple channels SMS, IVR, Video, MMS and WAP.
What’s the Benefit?
Subscribers of this service will be treated with real-time updates, editorial comments & current issues in the game. The app through which the content is delivered is supposed to have simple & quick interface.
How does Novosol fit in?
Novosol’s editorial teams is responsible to come up with, “timely, relevant, insightful coverage with entertainment and verve” The company covers every sporting aspect – previews and predictions, live coverage & scores, results, analysis and reviews, the latest news, inside stories etc. Their photo stories are supposed to be very popular.
The service is web-based & users need not download any content. It also features Avatar Videos, real-time scrolling tickers & eye-catching graphics. Airtel users can subscribe to these services through different channels such as by sending SMS MOA on 54321(toll-free), using USSD code- *321-*212# or just by logging-in to the WAP site.
How is the monetization achieved?
Well, subscribers are charged anywhere between Rs. 1 – 3 per day. Even at this miniscule rate, if Novosol is able to attract just 10% of total Airtel subscribers they will be sitting on a revenue more than Rs. 500 Crores Annually!
Airtel has been rising like a phoenix lately. It has initiated innovative MVAS campaigns. The Airtel Money, a digital wallet seems set to bring significant change on how we use our mobile as a e-commerce tool.
Will such initiatives be sufficient to lure new customers & keep old ones?