Exchange4Media.com: At our mixer in Delhi, Viren Popli, Vice President of Star India, was talking about how India’s market lies in the hinterland and nowhere else. He also mentioned how life has changed for Star India since they shifted from English language news to Hindi. Clearly, you don’t have a big market if you don’t have content in vernacular languages. Mauj Telecom, a leading wireless solutions provider, has understood the importance of it.
It has launched mobile games in eight Indian languages – Hindi, Marathi, Gujarati, Bengali, Tamil, Malayalam, Telugu and Urdu. Mauj has developed three games, titled ‘Mastibhari Udaan’, ‘Saahas Ka Yudh’, and ‘Jaanbaaz’, aimed at making mobile game play easier for mobile users in B and C towns.
For the mobile phone industry, new value added services represent the most sustainable source of growth. B and C towns are driving the growth in the value added services segment because the cost of mobile entertainment is not considered as part of the mobile expense, but is a mainstream entertainment source due to lack of alternative quality entertainment.
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