Have Mobile Content Companies Started Off-portal Sales In India?

The Economic Times: Have Indian mobile content companies started off-portal sales? This article says some companies have started selling their ware to the people directly in some markets – especially in rural areas where the content can be delivered in regional languages.
Here the mobile content companies get to keep revenues on a 50:50 basis compared to the usual 80:20 share in favour of telecom operators. It’s not clear who all have started this trend.
The article quotes an already discontent mobile operator, who says, “We spend a lot on advertisements promoting our short codes and products, I don’t think they can sustain this on a long-term basis.”

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