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Uphill Task For Indiatimes’ MoCoLife

Indiatimes' MoCoLife is an attempt by the BCCL company to provide a host of mobile services under a second brand: remember that Indiatimes' 58888 is a fairly established brand as well. Under MoCoLife, Indiatimes is providing SMS from Web to Mobile, Group Messaging, Subscriptions, Scheduled text messages, Text Reminders, and Gift a Ringtone; it's a mix of free and subscription services. Afaqs reported it earlier today. I think MoCoLife will struggle, because there are too many limitations and too many "Terms and Conditions": 1. Some of their key content services are already being provided free of cost by others Indiatimes clearly isn't bold or foolhardy enough (take your pick) to offer for free, the same content that they otherwise charge for. Take a look at their content rates (Note: Rs. 150 for 500 credits and Rs. 500 for 2000 credits). Remember that MyToday offers the same content for free, and mobile operators also charge for the same services. Indiatimes will have to really push this service, and hope to target users who haven't yet subscribed to MyToday. 2. Free isn't Free enough My sense, when I saw the site first a couple of weeks ago, was that they're going to push the "FREE SMS from Web to Mobile" to drive signups, which is also being provided by 160by2. But the fine print: only 30 free SMS per month (max 5 per day). Even in these messages are limited to 80 characters, and the rest will be a footer advertisement. 3.…

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