Once betting on the power of free and the concept of 'Invertising', Netcore has re-introduced MyToday services in a paid avatar, calling it an "SMS Superstore"; looks like advertising can't pay for everything. MyToday, which has always followed the publishing model to SMS content, and was looking to monetize its SMS reach with advertising, has set up over 200 daily SMS packs. It's partners including Rajshri Media (a company funded by MyToday founder Rajesh Jain), business information site MyIris, The Economist and India Knowledge@Wharton. It's probably only a matter of time before Greynium, which Netcore acquired last month, also comes on board as a publisher. Greynium's has over 25 channels on Google SMs, with over 64,000 subscribers. Also worth noting that trade media publisher CyberMedia, which used to power the tech channel for MyToday, is not in the list (yet). Cost & Pricing - Content mix: spans Bollywood, Sports, News, Health, Lifestyle, Spirituality. Note, in particular, the filmstar based channels from Rajshri Media, priced at Rs. 10 for 30 days, that mirror initiatives from Indiatimes, with 58888 Follow. - Pricing appears to based on the type of content, not necessarily the publisher or the frequency of updates. Some services from MyToday are priced at 5 credits (i.e. Rs. 5) for 30 days, some at 10. Business content from MYIRIS is priced at Rs. 20 for 30 days. - Credits system: useful for loyalty points and for allowing users to try various services. Can help MyToday upsell new content, by offering free…
