netCore in VAS Tie-up with TTML
By Abhinna Shreshtha
Mumbai, Aug 11, 2008

netCore and Tata Teleservices (Maharasthra) (TTML) Limited have entered into a partnership, wherein NetCore will provide its SMS alert service - MyToday, to TTML's subscribers. This optional service will initially be started in Mumbai and will later be spread throughout Maharashtra, informed Abhijit Saxena, CEO of netCore.

Saxena said, "TTML has a very large presence and subscriber base in Maharashtra. We will first launch our service in Mumbai and then roll it out throughout Maharashtra. We will be providing value-based services to all the subscribers."

"We will provide all the content and have targeted advertising and will use it for lead generation. We will also be managing the content and sending the SMS."

MyToday provides information on public events, news, and emergency updates. The MyToday platform allows information to be created and consumed via SMS, e-mail, Web (PC and Mobile Internet) or IM (Instant Messenger).

Saxena feels that SMS is a particularly attractive medium. He said, "SMS has a low cost common denominator. It is available by default on every cell phone irrespective of the network technology (GSM or CDMA). Around 5 billion messages are exchanged each month in India alone, of which approximately 90 % comes from person to-person (p2p) messaging. The remaining 10 % comes from content provider-to-person messaging (also called application-to-person or a2p messaging) in the form of various data services."

The MyToday platform is built around the 'publish-subscribe' paradigm. Here publishers publish or blog to channels and subscribers subscribe or opt-in to channels of their choice.

This is similar to RSS feeds where a publisher creates an RSS feed which contains the messages published and subscribers subscribe to a feed of information.

"We first launched the MyToday Dailies service using the broadcast paradigm beginning with services such as, cricket, news, Sensex, health, quotes, etc. The challenge for all these broadcast services was to provide quality content in SMS-sized updates multiple times in a day," said Saxena.


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