Interactive Media
The Media Team is the only Cross Operator and a 3rd Party Unite within OnMobile, working Traditional & Non Traditional Media entities , Enterprises, ensuring a cross operator presence for their services and content.
505 is a cross operator voice portal, which hosts mobile services for Media partners across Print, TV, Radio and others across the country. 505 is accessible from the following Operators – Airtel, Aircel, Airtel Landline, Vodafone, Idea, BSNL (Mobiles & Landlines); Reliance – GSM & CDMA, Tata – GSM & CDMA at premium rates ranging from Rs.2.40 per minute to Rs. 6.99 per minute.
The Genesis
OnMobile provides Indian media companies with a 505-prefix that can be appended to a Media House specific voice short code. OnMobile then ensures integration of this unique number across many operators, so that end-users need to just remember one number. For example, media companies can have 505-1111 or 505-2222 or similar voice short codes. The benefits of partnering with OnMobile are multiple:
- OnMobile offers an pan-India footprint reaching out to tens of millions of users, with capability of handling over 25 million calls every month
- OnMobile provides access to all the operators in India on GSM as well as CDMA platforms
- Services are available in 10 Indian languages over SMS, Voice and WAP
Benefits & Story So Far
Benefits of the 505 Solution for Media Companies
- Ensures a quick and effective entry into the market since OnMobile has systems deployed and connectivity established with all major operators
- Allows media houses to leverage on the existing operation teams and operator technical relationships
- Ensures control of capacity planning and growth, at Customer/Circle level
- The Primary Drivers for Media Houses are
- Distribution – Distribution of Exclusive; Own or third party Content; M-Commerce initiatives
- Interaction – Where the end user gets to interact with his brand – Voting; Polling; Contests; Loyalty Building programs and so on
- Participation – Auditions, Participative Journalism etc.
- Benefits from the above:
- Increases TRPs/ readership of the channels/publications by sending schedule alerts and previews; extends the reach of the Mother Brand; Extends shelf Life of content - Concept of Media Anywhere Anytime.
- Increases audience loyalty by adding interactivity to programming and content
- Generates incremental revenue by value-added offerings layered over existing content and programs
- Since the Media Partner takes full ownership of the code, vis-à-vis on deck, they invest in the marketing, Media plans, Gratification, Content costs, for which the incentive is the higher Revenue share.
Today OnMobile hosts more than 25 Media Conglomerates spanning across 50 plus brands on the 505 platform – from traditional print and electronic media to non traditional media entities. Example – Star, ESPN, Disney, AOL, Sony, MTV, TV 18 – CNN-IBN, Money Control, CNBC; MAA TV, India Today Group, ETV, Zee south, Dainik Jagran, Hindustan Times, Fever 104, Red FM, Malayala Manorama, Dainik Bhaskar, Rajastan Patrika, Amar Ujjala, Malayala Manorama, PVR, Big FM; Fame Adlabs, Mauj, HMV etc.
The Next Phase
Having exploited the pay-per-use model for browsing of content, and riding high on Interactivity with umpteen game shows across the nation, Media Houses are looking at converting the casual user to a loyal user by deploying Subscriptions and also exploiting their native content in the space of RBT as well. Media partners have already proven that their content is a success in the subscription model as well; with the first two products - UTV Audio Cinema garnering over 1 Mn subscribers in just 4 months from across 3 operators and generating ~90Mn INR in revenues and the India TV Baba Ramdev Pack getting about 350K subscribers from one operator alone in 3 months.
Currently, the UTV Audio Cinema is in its new avatar called Mobile Office and has about 2.2 Mn. Subscribers form 4 Operators generating in excess of 500 Mn. in operator revenues. Some of the other success in media powered subscriptions are Bhakti Mala from UTV, News from ITGO & ABP (Formerly Star News), Comedy Pack from Sony TV, m-Calendar from Manorama, Baba Ramdev Pack from India TV, Festival Pack from ITGO.
Since the Media Partner takes full ownership of the code, vis-à-vis ‘on deck’ (Operator Owned Shortcodes/Decks), they invest in the marketing, Media plans, Gratification, Content costs, for which the incentive is the higher Revenue share.
How the 505 Architecture Works
