Mobile marketing and advertising firm Vserv has launched a new commerce solution for telecom and DTH operators where users can now buy data, voice and segmented channel packs through advertisements and complete transactions for the services.

Currently, Vserv has partnered with Airtel and Airtel DTH to place these ads and is looking to tie up with other operators within the coming months. Vserv CEO and co-founder Dippak Khurana told MediaNama that the commerce solution was rolled out about two weeks back and has been seeing an average revenue per user (ARPU) of Rs 180-220. “When a customer who is on a game or a particular app, we show him segmented offers which are highly relevant to him. He could see a full talk time offer, or an STD calling pack which reflects on his past historical purchases. The customer sees the offer and sees a buy button right next to that which can finish the transaction through two clicks” Khurana explained.

How it works

– Vserv places an ad with an option to buy a particular data, voice or DTH pack with a button.

– Users can choose the pack of their choice and the amount will be deducted from either from their pre-paid balance or is added to their monthly bill in the case of post-paid customers

– If a customer does not have sufficient balance on their pre-paid account, Vserv will redirect customers to a HDFC Bank payment gateway for finishing the transaction

Vserv Commerce - User Flow for DTH User Vserv Commerce - User Flow for Telco User

Vserv to focus more on monetization

Khurana added that the initial response for their commerce platform has been very encouraging and in the next 12 months that the commerce business could become bigger than their marketing business. It’s worth noting that Vserv has been focusing more on helping mobile applications and games monetize and has been offering solutions for the same. Earlier this month, the company integrated Outfit7’s Android games monetization and user engagement platformBee7 to its app monetization solution VMAX, to offer mobile game developers in the Indian and Southeast Asian markets better monetization options.

InMobi had also introduced monetization solutions for game developers, in July last year. The company had claimed that these solutions would enable developers to optimize their monetization strategies based on the emotional state of players and their game play experience as they moved through different stages of the game. Game developers were to be provided a host of ad formats, including Playable Ads, Interstitials, Video Ads and Reward Ads. Game developers were also expected to be provided with an analytics platform, partner management and creative consulting services among others.