MUMBAI: Mahindra Comviva is expanding its mobile music offerings in Africa. It claims that operators in Africa have witnessed more than fourfold increase in their music services penetration and subscriber base and multi fold increase in their music revenues, using its digital services.
Mahindra Comviva have partnered with content providers, copyright bodies, local artists and production houses to expand rapidly in Africa, accounting for 70 partnership deals.
It owns rights of multiple popular genres like Hip Hop, Pop, Inspirational, Rumba, Hip Life, Football Chants, Gospel, Jazz, Rock, Reggae and Retro in 30 plus languages.
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Mahindra Comviva head of digital services Atul Madan said, “We are committed to bringing world class digital services that enrich the lives of people across markets. We have focused on expanding the operator’s digital music and infotainment ecosystem by bringing local content application and partners in addition to recognized international labels. With our proven expertise in deploying and managing music services for operators, Mahindra Comviva is committed towards operator’s revenue growth.”
The company recently launched its music and content recommendation engine that enables operators to maximize VAS sales by matching music and content to customer preferences in real-time. This has helped operators to record a growth of 50 per cent in sales.
On an average, music services in Africa contribute 40 per cent to operators’ downloadable content revenues. To cater to fast evolving trends and sustain consumer engagement, the company is constantly introducing service features like Karaoke, user generated music content and social RBT.
According to a recent report, demand for content based services grew by 18 per cent in 2012 and the global mobile entertainment market is expected to grow at a CAGR of 9.61 per cent between 2013-2015.
