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Nokia To Monetize Content Services In India With Advertising

So much hinges on advertising in India, where piracy of content is rampant: ET reports that Nokia (NYSE: NOK) may launch advertising supported content services in India. There will be local language content, particularly in Hindi, Tamil, Telugu and Bengali; Nokia intends to provide old songs, video clips and mobile games ad-supported and free of cost, while new/premium content will need to be paid for.

Nokia India MD D. Shivakumar uses that worn out logic of 80 million TV sets vs 225 million handsets - how many are GPRS/Multimedia enabled and how many will know how to activate these services? As per (bold) company projections, this initiative might contribute 10 percent of revenues over the next 2-3 years. Given how dominant Nokia is in India, this would be a substantial amount. The services are expected to be launched in Q1 2008. All this while, I find it tedious to navigate Nokia Catalogs…they may supply the content, but content discovery issues will need to be addressed.

Nov 19, 2007 1:27 AM ET
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Posted In: Advertising, Mobile, Companies, Nokia

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  • Jim

    There is so much free stuff available it makes marketing any of these products difficult

  • @Nikhil

    I agree with you. Its pretty easy to find something for free on the net. Why are people going to take the difficult route for the same

    Nokia Mosh is flooded with content .. and theres lot of paid content out there

  • While everyone criticizes grey markets, organized players fail to create and offer a competitive alternatives. While you see lots of websites and Portals overseas offering applications and contents at prices very competitive to these markets, there hardly a portal to name in india which offers utility applications and localized contents.

  • Prashant: at least when it comes to mobile, don't underestimate the distribution network around the grey markets. Also, DRM free content usually spreads via bluetooth. Search for Nokia 6600 on yahoo groups, and you'll find free apps, games…the works. So it's not just the p2p networks…

    In India, it's the offline distribution networks that are a real threat - the gaffar market retailers. . the price of handsets between grey market and company retailed handsets differs by a few hundred rupees now…not several hundred that it did once. so the gaffar market retailer sells songs and other content on the side.

  • >>piracy of content is rampant:

    As far as Nokia is concerned I have a first hand experience where a friend of mine was not allowed to upload a song on MOSH as its mp3 was DRM protected .  with proper digital signature and other DRM measure in place piracy and file swapping can be controlled to a large extent . 

    Real threat is from P2P network like Bit Torrent . 

    secondly lets face it driving force behined the adaptation of such media sharing social network is Copy protected content . Napster,YouTube ,Kazza are proof of this . User Generated content [UGC] is actually User Uploaded content [UUC} . i doubt that most of the user for any massively popular content centric community would ever be creative enough to generate content which world would care for .

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