NDTV Convergence has tied up with mobile technology company July Systems for a
free SMS service. The service, titled MiSMS, will enable users to fetch news, videos, stocks and cricket scores hosted on NDTV Active through SMS. Afaqs quotes Rajesh TS Reddy, co-founder and president of July Systems, stating that this will allow non GPRS users to access content hosted on the Active portal. July will monetize the service by placing banners, videos and contextual text ads targeted according to location, content and the profile of the user. At first I was under the impression this service would be for content what SMSCountry’s SMS2Email service is for email. I tried out the MiNews service to find it merely returned the wap link to the news page on NDTV’s mobile portal. The stated quote of this helping non GPRS users access content is null and void since all you get if you don’t have a GPRS connection is a dead link and not content fetched from the portal as the release claims. Moreover, considering you spending Rs 3 when messaging the keyword to 56388, it’s not free content either, considering there is no content included in the SMS.
Sanjay Trehan, CEO, NDTV Convergence, adds that they expect the service to clock Rs 4.3 crores in revenue, which would comprise 15% of their total revenue. Wouldn’t that bring NDTV Convergence’s revenue to approximately Rs 29 crores? Trehan also adds that NDTV Active receives 15,000 visitors a day, which Convergence plans to increase to 1,00,000 in the next six months.