Mahindra Comviva is reportedly betting big on its digital music portfolio across video, voice and text. With over 30 large scale deployments and over 150 content partners, the company has become one of the largest content aggregators across Asia and Africa continent.
Mahindra Comviva now owns music rights for over 260,000 music assets, in addition to 300,000 other content assets (video, images, voice & text) and having more than 200 categories in SMS/USSD based services and very strong WAP catalogue. The depth in the music content catalogue is displayed by a strong genre coverage including Movie Classics, Lifestyle Tips, Hip Hop, Pop, Inspirational, Spiritual, Rumba, Hip Life, Sports, Devotional, Jazz, Rock, Reggae and Retro in more than 90 languages including English, Mandarin, Indonesian, Malay, etc.
In Asian markets, while respecting the challenging regulatory environment, Mahindra Comviva has managed to grow the CRBT business by 20-25% annually. Revenues from content based services have also improved by 5-10% on a monthly basis through improved business management practices and segmented campaigns adhering to the regulatory guidelines.
Atul Madan, Head of Digital Services, Mahindra Comviva said "Over the last few years' service providers in Asia Pacific region have witnessed huge demand for digital music, especially in ASEAN countries. By offering content personalization options for end-users and multiple revenue models for mobile operators, Mahindra Comviva's range of digital services, spanning music, voice, video and text, drives service usage and ensures superior end-user experience whilst maximizing operators' revenue window."
Recently the company launched its music and content recommendation engine, which enables operators to maximize VAS sales by matching music and content to customer preferences in real-time. The ability to cater to an audience has helped operators record a 50% growth in sales.
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