Summary:

Sify.com: Mobile value added services are now looking at audiences in small towns and regional markets for the next stage of growth. “Unlike…

Sify.com: Mobile value added services are now looking at audiences in small towns and regional markets for the next stage of growth. “Unlike metros and mini metros, the travel time and work pressures are much less. The free time is often consumed with the mobile VAS,” says Bibhu Kumar, Vice-President (Marketing) of IMImobile. To reach out to these masses, IMI is providing regional content such as local songs and wallpapers of regional actors. Adds Kumar, “While in the North, people download Amitabh Bachchan wallpapers, Rajnikanth and Nagarjuna wallpapers would be downloaded in the South.”
The demand for regionalised content has shot up in southern States. Tollywood, Kollywood and Bhangra are among the most popular download categories. The tier II cities of Kerala, Tamil Nadu, Andhra and Karnataka are the leading markets for IMI. “We have seen phenomenal growth in UP, Punjab, Gujarat, and to some extent, in Maharashtra,” points out the company’s marketing vice-president.
Surprisingly, 65 per cent of such SMS entries are from tier II cities and revenues from these areas have grown by 60 per cent. The average customer in a tier-II city is in the 28-35 age group. Youngsters there also want to stay in sync with latest mobile technology to keep up with their urban counterparts.The mobile entertainment market in India is estimated at $100 million, constituting 8-10 per cent of revenues of mobile operators. IMImobile claims to control over 70 per cent of such services.
Update: (26/02/06)
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