Setting the right growth tone

Cellebrum to introduce Ring To Me? tones
By Priyanka Joshi

Business Standard
May 29, 2007

The over Rs 4,500-crore telecom value added services (VAS) market is hotting up and players are working overtime to offer India’s 170 million strong mobile subscribers a feast of innovative services—all with an eye on increasing their market share and bottom line.

For instance, in three weeks time, caller tunes will have a competitor ‘Ring To Me?’ tones. Instead of listening to a recipients caller tone, subscribers of the—Ring To Me? service will be able to hear the songs of their choice.

Saket Agarwal, chief operating officer, Cellebrum, explains: One can set different ‘Ring To Me?’ tone’s for individual recipients and the pricing would be similar to caller tones (Rs 30 for a month).

Also, on the cards is a user-generated GPRS-based application. We will host user generated images, music clips and personal videos, that will be available for a less than Rs 10 (per download). Every time an individual’s content is downloaded, he will be given 10-15 per cent of the price charged, says Agarwal.

Cellebrum, on its part, is also optimistic about voice-based chatting and dating services. Within 6 months, we have seen a registered user base of 1.2 million subscribers for our voice chatting and dating service and we hope to replicate the success into a mobile-based matrimony service that a GPRS or voice-enabled phone can access, says Agarwal. The mobile matrimony service, expected to be launched in June, will be priced lower than internet-based matrimonial sites.