More from the IPL front. Bangalore-based mobile firm July Systems has bagged the exclusive rights to the mobile Internet portal, the official site for the third Indian Premier League on the mobile. UTV Group owned Indiagames is the official gaming partner for the Indian Premier League while the Noida based GoBindas Entertainment has landed the Interactive Voice & Video Response (IVVR) rights specifically for the United Arab Emirates region. Readers may remember that vRock Mobile has the worldwide IVR, SMS, MMS and live score rights.


Like other mobile VAS firms, GoBindas offers ringtones, wallpapers, animations and mobile themes. It also develops mobile applications (for Blackberry, iPhone, Symbian, Windows Mobile, Android and J2ME platforms) and partnered with SMS 2.0 marketing company CellZapp in February. CellZapp has offices in USA and Bangalore.

GoBindas has received exclusive IVVR partner of for the United Arab Emirates (UAE). IVVR is a sort of video call centre, which means in addition to the traditional voice menu, the user will also see the options available. Video ads can also be inserted while the user is put on hold (go to Cosmocom to learn more).

Its operator partnerships are: Airtel, Aircel, Idea Cellular, Loop Telecom, RCOM, Vodafone, Tata Indicom, Tata DoCoMo, MTS, Etisalat DB, BSNL, MTNL, Uninor and Datacom. According to a company presentation, GoBindas has a content database of 25,000 songs and 10,000 videos in devotional and regional categories such as Ram Hari Ka Japle and Rangila Shrinath Ji. It also has partnerships with over 120 music labels for digital rights.


UTV group’s gaming subsidiary Indiagames is the official and exclusive online and mobile game partner of There is a caveat that the games should not relate to actual IPL match-play, scores or happenings. Indiagames also has access to IPL images and ringtones.

Indiagames already has a premium (paid) cricket game for mobiles called 2020 Cricket. Other sports games the company has launched include Golden Shot – Beijing ka Badshah, NBA Live 08, Tony Hawks Project 8 and Tiger Woods PGA Tour 07. Indiagames recently partnered with DTH provider Reliance BIG TV to bring eight games onto DTH. All posts on Indiagames here.

July Systems

July had, just three days ago, raised $7 million to fuel its expansion plans in the media publishing domain. With these rights, the company could get closer to realising its goal of becoming a mobile partner for media and news firms in India and it focuses on sports, news and entertainment. We do not think that the IPL will in itself be sufficient to get more mobile Internet users, it would, more probably, be a burst in traffic that will taper down after the IPL ends.

July Systems has also created an app called IPL Launcher, available on the website. On downloading and installing on your handset, it takes you directly to the website without you having to type in the link. Why did it not highlight this app?

July Systems has also come up with  a toll free helpline to assist those who have not used GPRS on their mobiles before. The implementation disappoints.  How it works is that you call up 08 123 123 123 and an SMS is sent to your mobile phone with a link to the IPL on MIX video scorecard.

No step-by-step procedure on how to go about activating your GPRS nor assistance of any kind.  When we called the helpline, it just kept ringing and then we heard that the line was busy. There could have been a simple IVR message saying ‘Thank you for calling, please check your inbox?’ in three-four languages. That would have given it the right touch. An SMS arrives once you disconnect; it contains a link that takes you to this landing page (screenshot on right): nothing is here right now. The videos will be free and monetised via advertisements.

A list of all IPL Mobile Partners

Sigma Ventures & DCI Mobile Studios: They will develop an official IPL mobile application for iPhone, Android and other smart phones. The app can deliver all IPL match related data and video but not live streaming.

vRock Mobile: Worldwide SMS, MMS and IVR partner. Exclusive rights to utilize CDMA, GSM, GPRS, MMS, WAP, EDGE, 3G and any other mobile technology.

GoBindas: Exclusive IVVR partner of for the United Arab Emirates (UAE)

July Systems: Official and exclusive partner of for real time mobile video clips and mobile internet data in India, but no apps.

Indiagames: Official and exclusive online and mobile game partner of

Google / YouTube: Official and exclusive worldwide online video partner of (but no live streaming in USA)

Global Cricket Ventures (GCV): Official website partner of the IPL, Television and Online broadcast rights holder of the IPL for North America (Willow TV Inc)

This list is from the official website.


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