Arogya World, a US based non-profit organization, has launched a service on Nokia Life Tools, aimed at providing information on diabetes prevention via text messages/SMS. The service will be free for 6 months, and text alerts will be sent toexisting subscribers of Nokia’s health channels twice a month, available in 12 different languages. This service is targeting a base of 1 million consumers over two years. Nokia Life Tools, the last time we checked, had 17 million subscribers, and health tips were priced at Rs 30 per month
According to a statement, Nokia is subsidizing program costs and making available translation and transmission infrastructure. Arogya World is developing the diabetes awareness and prevention messages with a strong emphasis on science and behavior change in partnership with Emory University, and is reviewing them for cultural relevancy and technical accuracy. Synovate will measure the effectiveness of the program, and financial support is being provides by Biocon, LifeScan and Aetna.
Nokia Life Tools is currently live in India, China, Indonesia and Nigeria.
Subscription Services & TRAI Guidelines
While Nokia Life Tools has messages sent to an application, since most phones can’t interpret Indian languages in unicode, Nokia doesn’t quite face the problem that most other text messaging does, there is still one problem that renewal to the subscription service will face – how many of its 17 million subscribers will confirm, each month, subscription to the service, once TRAI’s regulation on subscription has been enforced? I wouldn’t be surprised if, like many other subscription services, the subscriber number plummets.