vservMobile ad exchange Vserv.mobi has created over 100 apps for 30 publishers in various languages, categories and for various operating systems in the last one year as part of an Appification program. It has made apps for publications in India and South East Asia run by The India Today Group, Vaartha, Pioneer Book Co, Rajasthan Patrika, Detikcom, Antara and Utusan among others till now. However, it is now planning to offer this option to publishers in Middle East and Latin America.

It is an interesting approach for a company that essentially offers advertising tools for publishers, developers and advertisers:

What’s in it for Vserv? This way the company can ensure that these publishers will use its ad platform instead of the ones offered by its competitors, and is a means of also creating premium inventory to attract advertising. The fact that it build these apps for the publishers helps create a relationship with the publisher, and a longer term lock-in. For a publisher to move out, it would be a major decision to move on: that decision would involve both getting an app built, and figuring out monetization. Their inertia would help Vserv.

What’s in it for publishers? For traditional publishers, who might have dithered over making investments in developing apps, this takes care of both app development and monetization. As far as monetization is concerned Vserv has revenue sharing agreements with publishers, and possibly it doesn’t look it is paid for developing these apps.

Last November, Vserv had launched its AppWrapper solution for Android as an independent platform called AppWrapper.org. The company had claimed this platform will allow Android developers to integrate multiple services like advertising, in-app purchasing, analytics, bug tracking and others, through various third party software development kits (SDKs) in a single click for no cost.

Vserv had also launched a mobile advertising solution AudiencePro which allows advertisers to improve targeting among Airtel customers in India, using anonymised audience data. It had also introduced HTML5 rich media ad formats with features like social sharing and A/B testing.

Some of the other key mobile advertising networks in India include InMobi, Google’s Admob, Komli owned ZestAds and Bertelsmann owned SeventyNine. Mumbai-based Pokkt had pivoted from being an exclusive voucher site to an advertising based mobile payment platform and had raised $500,000 from from Jungle Ventures and Qyuki CEO & MD Samir Bangara in October 2013.

Here’s a list of some of the apps made by Vserv

App Name Platform Sub Category Links
Pratiyogita Darpan English Android Education http://bit.ly/pdarpan
Pratiyogita Darpan Hindi Android Education http://bit.ly/pdhindi
Samanya Gyan Darpan Android Education http://bit.ly/sgdarpan
Success Mirror Hindi Android Education http://bit.ly/smhindi
Success Mirror English Android Education http://bit.ly/smenglish
Open Source for You Android Technology http://bit.ly/os4you
Electronics Bazaar Android Technology http://bit.ly/elebazaar
Electronics for You Android Technology http://bit.ly/eforyou
Facts for You Android Technology http://bit.ly/fact4you
Rajasthan Patrika Android News http://bit.ly/rpatrika
Rajasthan Patrika iOS News http://bit.ly/rpatrikaios
Exchange4media Android Media http://bit.ly/eformedia
Exchange4media iOS Media http://bit.ly/e4mios
Meri Saheli Android Women http://bit.ly/merisaheli
Maajhi Saheli Android Women http://bit.ly/maajhi
Home maker Android Women http://bit.ly/homaker
New Woman Android Women http://bit.ly/womanew
Arogya Sanjeevani Android Health & Fitness http://bit.ly/arogyas
Aaj Tak J2ME News http://bit.ly/aajtakapp
India Today J2ME News http://bit.ly/itoday
Headlines Today J2ME News http://bit.ly/hdtoday
Cosmopolitan J2ME Lifestyle http://bit.ly/cosmoapp
Mens Health J2ME Health & Fitness http://bit.ly/menht
Business Today J2ME News http://bit.ly/biz2day
Vaartha J2ME News http://bit.ly/vaartha