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December 11, 2007

Rich Mobile Content Available in India from Media Magic

By Susan J. Campbell, TMCnet Contributing Editor

Media Magic has been announced by India’s first and fastest growing chain of Mobile Phone Boutiques, Mobile Magic. This is the first company in the world to offer an aggregation and retail platform for legal, rich content for the mobile user that includes games, applications, movies and music in an offline format.

As a company, Media Magic plans to revolutionize the selling and buying process of legal content for the mobile user in the country with this offline channel. The company’s primary focus will be on the distribution model through retail outlets since India has very low broadband penetration.
Media Magic has established a target of having more than 10,000 retail outlets in place which will be serviced by the company’s distributors across the country.
“For the first time the consumers will get DVD quality experience for movies of all languages with all legal content and software which will ensure many benefits like extended battery life, no hanging and no viruses etc.” said Vijay Singh, CEO Media Magic, in a Monday statement.
“We have acquired the license to distribute over 500 movies including regional titles in all languages in addition to Bollywood movies, as well as over 5000 songs and huge numbers of wall papers and games which would be constantly expanded.”
“The company shall constantly keep adding fresh content so that the consumers and the retailers always have something new and exciting to look forward to. With the Indian movie industry including Bollywood producing more than 1000 movies a year (the highest in the world), one will never run out of content,” Singh added.
India has realized a digital music industry that is already bigger than the physical sales. As 50 percent of India is below the age of 25, music and gaming are some of the most vibrant consumer offerings in the digital space.
With access to a unique password, each retailer will be able to download content on a client’s handset from the company’s server through their PCs. Media Magic’s customized software is handset specific, ensuring that the content is optimized for the customer handset.
The software, developed by Media Magic, will also manage the retailer’s account in real-time. The software will work much like the prepaid card system that the retailer can use to increase his account as often and as much as desired.
An exclusive tie-in with Media Magic has been established by Hungama Mobile, south Asia’s premier mobile entertainment company. Hungama’s rich content will be distributed through Media Magic’s retail platform, expanding on the company’s 70 percent market share in Mobile Content.
The demand for mobile content is certainly growing worldwide. What is interesting is the type of content that is being demanded. Consumers want more than just information, they also want the latest in entertainment – no matter that they are enjoying it on a handset while on the go instead of at home with a surround-sound system in HD.
The opportunity in India is significant as the core demographic for the Media Magic solution is younger citizens with the desire and means to acquire mobile content. The only question that remains is does Media Magic have what it takes to dominate the industry? Only time will tell.
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.
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