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.
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:
Benefits & Story So Far
Benefits of the 505 Solution for Media Companies
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