The Hindu Business Line : Bharti sets up new unit to develop mobile content

Luring customers
The Content Factory will pick up ideas from subscribers on what they want, which will be converted into products.
It will focus on alliances and acquisition of content ranging from music, gaming, bollywoo d content and education. Content Factory to look out for tie-ups with content providers, aggregators

New Delhi , Aug 1

In a bid to take a lead in offering innovative products and services, Bharti Airtel has formed a new unit for developing content for its mobile service called Content Factory.

Dr Jai Menon, Director, IT and Innovation, Bharti Airtel, will head the new venture. Vodafone, which has a 10 per cent stake in Bharti Airtel, will also have an expert on the team.

The Content Factory will conduct research on innovative products and services and will also be responsible for acquiring content for Bharti's mobile platform. The new team will also look out for alliances and partnerships with content providers and aggregators. One such partnership initiated by the Content Factory will be announced this week.

Mr Manoj Kohli, President, Bharti Airtel, told Business Line, "This is part of our long-term strategy to be different from other operators. Customers love to get something new and something different from the service provider and if we come with a creative new product or feature regularly, the customer will feel more close to the brand.

We have done innovation in the last few years but we are structuring our innovation processes and our innovation teams to plan for the next 2-3 years."

Mr Kohli said the Content Factory will pick up ideas from subscribers on what they want, which will be converted into products. "Content Factory will focus on alliances and acquisition of content ranging from music, gaming, bollywood content and education," said Mr Kohli.

With revenue from voice dipping, operators are increasingly looking to develop new applications and services to garner more revenues. Bharti has taken the lead in launching innovative products such as `Hello Tunes', which has become a huge success with the mobile users.

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