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Indiatimes 58888 unveils ad RBTs, launches Mocolife.com
The beta version of the ad RBT service, Adringles, will be launched in October; Indiatimes has also launched a group mobile messaging and content service
Indiatimes.com's mobile 58888 has launched an ad ringback tones (ad RBT) service called Adringles.
Dinesh Wadhawan |
Speaking to afaqs!, Dinesh Wadhawan, managing director and chief executive officer, Times Internet, says, “The service is still in the trial process, which will be over in the next four-six weeks. We will launch its beta version in October. A formal launch will take place in January 2009.”
He adds, “The service will be available across India through major mobile operators.” However, Wadhawan did not reveal the names of the operators.
Role of Indiatimes
Ajay Vaishnavi |
In a conversation with afaqs!, Ajay Vaishnavi, director, telecom, Indiatimes.com, says, “A website called Adringles.com has been created, which is currently acting as an informative site. But once we go live with the services, advertisers can register for the service and upload their ad RBTs on the site. Mobile operators will be allowed to pick up the uploaded tones and offer them to subscribers.”
Business model
Ad RBTs can be used to promote particular products and inform consumers about discount offers or for brand building activities. The service is expected to be free for mobile subscribers.
However, Vaishnavi says, “Advertisers will be charged for every campaign they carry out through Adringles. They can use ad RBTs for lead generation or simply buy a package for a particular number of ad RBTs that they want to serve.”
Advertisers will get leads whenever a caller, while listening to an ad during the call, clicks a button offering more information. The call will not be interrupted and the advertiser will be allowed to interact with the caller through an SMS once the call is over.
Indiatimes 58888 will share the revenue earned through ad RBTs with the mobile operators.
The company is not ready to reveal the names of the advertisers it is talking to, but Wadhawan says, “The services are suitable for FMCG, financial services and consumer durable brands.”
Currently, 30 per cent of the 300 million mobile subscribers in India have opted for caller tune services. “Indiatimes is targeting the remaining 70 per cent, expecting maximum demand from smaller towns,” says Wadhawan.
Mocolife.com
Indiatimes 58888 has also launched a new website, called Mocolife.com, which allows its members to send free or paid group SMSes, download mobile ringtones, subscribe to mobile updates on news and astrology and set reminders which will be delivered via SMS at the scheduled time.
Vaishnavi says, “We are targeting the youth and small and medium sized enterprises (SMEs). I think the youth will use it for mobile updates and ringtone downloads, which will be chargeable. We will monetise the free SMSes by inserting a footer text ad of 80 characters. SMEs can purchase bulk messaging packs and use them for group messaging.”
Indiatimes.com has also launched mobile portals such as m.economictimes.com and m.timesofindia.com for The EconomicTimes and The Times of India, respectively.