MUMBAI: Mahindra Comviva, the global leader in providing mobile solutions beyond VAS, is 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. The company has revolutionized the digital music industry, getting on board local and international content providers/copyright bodies/local artists and production houses.

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 though improved business management practices and segmented campaigns adhering to the regulatory guidelines.

Mahindra Comviva head of digital services Atul Madan, 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.”

Taking digital services to one step further, Mahindra Comviva has pioneered and launched ‘Infotainment Portal’, a mobile data based app that allows subscribers to watch and download videos and even share/integrate content with social network websites. First of its kind, this mobile app allows the subscribers to access infotainment through a single app irrespective of the choice of bearer channel between mobile client, text or voice. ‘Infotainment Portal’ is powered by its ‘Recommendation and Analytics Engine’, which recommends content based on user’s profile and his personal preferences rather than content preferred by the crowd as done in most conventional VAS services. The existing deployments of Recommendation Engine has displayed extraordinary content revenue growth by up to 130% reducing dependence on push based bearers such as OBD, USSD & Push SMS. 

Mahindra Comviva manages an operator’s complete  music and infotainment  services portfolio  bringing together  content technology platform, discovery, analytics and recommendation tools, storefront management and business  and marketing expertise to drive growth and usage.  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. 

Leading operator groups in Asia and Africa have outsourced management of their music services portfolio to Mahindra Comviva. On an average, music services in Africa contribute 40% 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.