Mobile application RockeTalk has opened up its API to allow external developers and service providers to monetize their platform, which, they claim, has 4 million users on a monthly basis. To begin with, they've tied up with Anagha Communications* to launch a WAP site which provides the Shia community with "Muharram on Mobile" content - religious sermons during on audio and video, including various Majlis, Marsiyas, Nohas and Juloos. Over 10,000 cards, each priced at Rs. 100, have already been distributed. The service is available at http://wap.muharram.in, and on IVR at +914030512840. There's also an iPhone application called Shia Muharram on the Apple Appstore. RockeTalk CEO Rajiv Kumar told MediaNama that they provision the service and prints scratch cards. For external applications, they have a standardized a revenue share of 35% (collected as pre-payment when a set of cash cards is given out), with the application partner keeping 65% of the revenues. RockeTalk will promote the service on its platform, but the partner will have to bear the cost of distribution of the scratch cards. "We're open to all apps, but focused on apps with which help monetize our app (Rocketalk) better." Users have to send a message the scratch card number to a short code, and which is used to validate usage. They aren't signed up as RockeTalk users, though. Kumar says that three or four other services are coming on board - two in the spiritual area, which will distribute voice, photo and video updates, sold as packages,…
