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Italian VAS Co Dada S.p.A Launches With Airtel; To Bring Dada Entertainment To India Next Year

A consolidation has been pending in the Mobile Value Added Services space, and the last year has seen a few key events - OnMobile listed on the Indian bourses, MIH India picked up 30 percent stake in ACL Wireless, One97 Communications was funded and Bharti Telesoft acquired Jataayu Software. Rumours of other VAS companies being acquired have been floating around, but we've not been able to confirm any. A new set of VAS players, lured by the "India Opportunity" of over 250 million mobile subscribers, have entered India over the past year - including the Italian Dada Mobile, Mango Networks, and some others still in stealth mode. DADA Mobile launched subscription based services on Airtel yesterday. Available at http://in.dada.dj via WAP on Airtel, it is priced at Rs. 10 per day, allowing users to download 4 non-premium content, and 1 premium content every day. The content on offer includes the usual package - Ringtones, Wallpapers, Screensavers, Games; users are allowed to carry forward a maximum of 28 non-premium, and 7 non-premium credits on mobile. Medianama spoke to Shilpa Dureja, Marketing Director, India, Dada S.p.A about the companys plans: How has the past year been for Dada mobile? We've done a lot of ground work over the past one year to get the service off the ground. The acceptability for a subscription based model with the operators has come through now, and we've signed up Airtel What made Dada set up operations in a low ARPU (Average Revenue Per User) market…

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