The Content Costs When asked about the increase in content costs, which we'd pointed out in our analysis of their Q2 earnings, OnMobile Global CEO Arvind Rao said that this is a "fixed monthly fee that we're paying is to a third party which is giving us some services which are used for launching a new project or a new product that a very large, but will not be rolled out until next quarter. That is a line item, which has no link to our existing revenues. It's fixed on a monthly basis, based on certain parameters and results that they have to deliver to us." Our sense (this is not officially confirmed) is that these are payments being made to the content partners that OnMobile has signed up in South India, and it corresponds with two significant deals they've struck - for powering the Ringback Tone (RBT) platform for Airtel in South India, and for du in the UAE. Revenue Split 15-20% from data products 35-40% from voice portals etc 35-40% from RBT etc AdRBT Very little on the AdRBT: OnMobile expects to complete the test launch of AdRBT with Vodafone by the end of November and declined to share details of the results in the interim. They're going slow on AdRBT in order to iron out the bugs, based on usage trends from the pilot. Results are encouraging, says Rao - "the numbers, based on consumer recall, are better than for the Internet." Mobile Marketing SBU has around 20 odd…
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