Bharti group company Comviva has inked deals with two Africa based content deals in the region: it has tied up with Africa based content aggregation and platform company Inmobia, as well as Starfish Mobile for Ringback Tone (RBT) content; OnMobile global had also partnered with Starfish recently. A spokesperson confirmed to MediaNama that Comviva’s are not exclusive content deals (it logically follows that OnMobile’s RBT Starfish deal isn’t exclusive either), and that the company will announce 3-4 more content deals in the coming few weeks. Africa, according to the spokesperson, today contributes over 30% of Comviva’s revenue. Sources: 1, 2.

So it follows that with no exclusivity in play, content if commoditised, and the platforms will have to battle it out. Comviva claims its platform is deployed with over 20 telecom operators across the globe. Inmobia’s overall content portfolio covers games, music, ringtones, video shows and clips, wallpapers, news and sport, horoscopes. Details on Starfish’s portfolio here.