Browser company Opera has inked a deal with Hungama Mobile, by virtue of which a link to Hungama’s mobile website will be included as a speed deal button for new Opera Mini (mobile) users in India. I first ever noticed the Speed Dial button on Opera’s web browser many years ago, and this rather useful feature has been emulated by many other browsers since – including Google Chrome. It leverages the power of being a one click access button to services, and is operation, is similar to a banner advertisement, albeit not as garish.
Opera also does similar deals with search engines – for example, Google is the default search engine for Opera’s browsers, and generates usage for Google Search by virtue of being the default search, even if it does also have Bing. We also found an old announcement for Yandex in Russia. By being a means of access for service providers (search engines and content companies), browsers are able to monetize their free-to-download offerings.
For the speed dial button, you’ll notice that it also features video search engine VuClip and social networking major Facebook. Responding to our queries on the Opera-Hungama deal, an Opera India spokesperson told MediaNama that the company has NDA’s (Non Disclosure Agreements) and cannot share revenues from individual deals. But was is the pricing model – pricing model – Cost Per Click, a lump sum deal, or based on bandwidth consumption saved (since the Opera Mini repurposes content to lower bandwidth consumption). The Opera Spokesperson wouldn’t confirm, but she did add that “But like you mentioned, we do have various types of deals: sometimes it’s a per month type of payment/ sometimes it’s is per user. It’s not one standard model for all.
For India, along with signing up operator & handset partners, we also also looking at doing more content partner deals such as this one. Both for desktop and mobile browsers.”
In the past, Hungama also tied up with feature phone browser Bolt.