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What Exactly Is RCom’s Mobile Jockey Service?

Update: Looks like all of us guessed incorrectly (see post and comments below): according to an emailed response from RCOM representatives, the Mobile Jockey service is similar to a mobile chat room: a conference call with upto six people, in which the Mobile Jockey plays host, and initiates and facilitates discussions on topics like movies, trends, current events. So there is a proper call center, with real people initiating discussions. As an aside, anyone remember Eliza?

Earlier (May 4, 2010): A little game for our readers: read this announcement from RCOM, and tell us what you think their Mobile Jockey service is all about. Is it a chat service, a music service, an information portal, an agony-aunt or a psychiatrist (since confidential), a social network…what is it? We still haven’t received a response to a request for clarification from RCOM sent yesterday, and one probably isn’t forthcoming.

According to the press release, it is a “Multi-language Music Goldmine”, is available in Hindi, Telugu and Malayalam, live 24 hours, launched across Reliance GSM and CDMA networks. It is also “the perfect match for any special occasion and would provide a common platform to callers to share their emotions and views with someone live, on-air.” It also gives callers “a chance to connect with new friends via this Mobile Jockey Portal.”

The Mobile Jockey service is priced at Rs. 6 per minute, “provided in total confidentiality and would probe the caller to open up easily to ensure greater call length by keeping the interest going of the caller.” Greater call length obviously means more revenue, but the way that statement is worded…

The Mobile Jockey is “equipped with lots of Chat subjects like: Page3 (Media Gossips), Naye Andaaz (Current trends), Fashion, Marriage, Education & Food recipe. Other interesting topics that can be covered during the conversation include: General topics, Friendship, Current events, Trends in Present Life, Personality Grooming, Movies & Music, Career & Household tips.” It also gives “callers a platform to open up and chat live with the Mobile Jockey on any topic of interest. The Mobile Jockey’s magical voice will come as a great reliever of everyday worries and tensions and refresh the listeners with News, Views, Gossip and Fun.”

Right. So what is it exactly?

My guess is that it is assisted content consumption. A user calls in, asks a dedicated call center executive for information, and the Mobile Jockey will keep the person on the call for as long as possible, Rs. 6 per minute, play music, news updates. But I could be wrong.

Maybe we ought to set up a testing service at MediaNama: get a connection for each telecom operator (effectively also contributing an extra mobile subscriber to each’s base), and test these services before writing about them, but it often happens that companies don’t respond to requests for clarifications.

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