Smile of India, a new venture in the digital space, and a 100 percent owned subsidiary of Azure Knowledge Corporation, has partnered with the CommonWealth Games, to be held in Delhi from the 3rd to 14th of October 2010. For the CommonWealth Games, the company has also inked a knowledge partnership with KPMG.

As the Mobile Infortainment Partner for CWG, Vinish Kathuria, Director (Marketing) at Smile Of India, told MediaNama, the company has developed offerings on WAP, Mobile Applications, SMS, 3G Services and Live Agents Concierge services, on a non-exclusive partnership basis:

– Off Deck: Zoomi (Mobile Application and WAP Portal): Java, Blackberry, iphone and ipad, available via http://download.zoomi.in, and available on the iPhone App Store, Nokia Ovi, Blackberry App Store, Samsung India App Store, GetJar and Mobango. A partnership has been inked to pre-embed the application on Intex, Micromax and Beetel phones. The WAP portal is at http://m.zoomi.in . The WAP and Application content is free for the consumer, and much of it is advertising supported. We noticed Reebok advertisements on the mobile app, and SmileOfIndia lists Reebok, 92.7 BIG FM and Intex Mobiles as partners, apart from Azure and KPMG. One can choose and track 5 countries, though. Kathuria said that the top users are from India and Australia so far, and the company is launching an aggressive marketing campaign across print, online, mobile, radio and TV.

The application includes the schedule, allows tracking medals tally by country and by sports, latest news. However, there appear to be some teething troubles wit the app: videos and audio that I checked through the app did not load. There’s a “Call Zoomi” option on the app that didn’t work either. On the WAP site, I was able to watch the videos.

– On Deck: Deals have been inked with Airtel, Vodafone, MTNL, Aircel and Tata Indicom for select services. Videos and Images Packs, SMS Subscription Packs and SMS based Quiz and Contests. There’s also a Dial-In Video Portal on MTNL’s 3G network, wherein MTNL 3G subscribers will be able to watch video clips of the games by dialing 52225. Kathuria said that they’re also going to allow users to upload their videos to the portal.

– On Call (Concierge): Given Azure’s BPO background, the commonwealth games will also have CWG information on call. This service is being provided free of cost, at +918000880008. However, SmileOfIndia is not doing ticketing through the concierge service, which would have been the most obvious, and useful service. They don’t have the official ticketing rights.

International Plans

Our take is that the Commonwealth Games deal should help Smile Of India from a strategic perspective – as a new company, it’s difficult establishing relationships with telecom operators, and the CWG deal helps Smile Of India get a foot in the door for launching other services in the future. Kathuria said that their rights are global, albeit non-exclusive, covering 72 countries and over 1 billion mobile users.

Apart from India, SOI’s key focus is on countries like Australia, New Zealand, UK, Scotland, Canada and South Africa, which have traditionally done well at the games (ED: and are probably better revenue generating opportunities). SOI will launch targeted promotions for distribution in these countries, apart from making the app available through application stores (listed above). They’re in the process of closing telco deals in these countries, Kathuria said.

Related:
MTNL Set To Make Rs. 150 Cr From Commonwealth Games; TCIL Rs. 85 Cr
– MTNL Official Telecom Provider For Commonwealth Games 2010
IRCTC The Online Ticketing Agency For CWG 2010; International Cards & CVV2?