Russian mobile content company i-Free has expanded in Brazil, signing deals to put its content on four carriers: TIM (Brazil), OI (Telemar), CTBC and Sercomtel, which have a total subscriber base of more than 35 million. That doesn’t include Brazil’s largest carrier, Vivo, which has about 30 million customers. In developed markets i-Free sells its content through local aggregators, but in developing markets it “sets up subsidiaries to cater to the mass market, localise content, contract with local copyright owners, study the market, and advertise”. The content offered is pretty basic — Java games, ringtones, realtones, graphics and music — but that’s appropriate for the market.
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