Genwi, a Los Altos (CA, USA) based company, that offers cloud based mobile content management and publishing solutions, has opened its Indian headquarters in Bangalore, and has appointed Ved Singh, who was previously, Director at Oracle’s India Development Center, as Vice President for the region. With the new office, the company intends to build a team in India to grow the company’s market presence in the South Asian region. The company had raised $4 million in a Series A funding from Nexus Venture Partners and initial investors, Inventus Capital Partners and Quest Venture Partners, in October 2011.

Genwi had recently tied-up with Times Internet (Indiatimes*), to develop Tweek, a weekly Tablet-only magazine, which was launched on the iPad. Genwi’s CloudPublish suite allows online publishers and digital agencies to create, manage, brand, and distribute live content to smart phones and tablets through monetizable apps to consumers. According to the company, there are over 1,500 apps powered by Genwi including apps from Conde Naste, Moguldom Media, Times of India, Forbes, and PBS Kids.

Speaking with MediaNama, Singh informed that Genwi Technology India is Genwi’s fully owned subsidiary and is looking at starting a development center with about 20 people and plans to ramp up to 50 engineers by next year. The company will focus on developing the APAC region, he added. However, he did not name the other Indian clients with whom the company was currently in talks with, and said that he would talk about them soon.

Monetization for publishers: On being asked how publishers can monetize by developing apps, Singh responded that there were many ways for Genwi customers to monetize their apps including mobile advertising, subscriptions, mobile coupons, giveaways, and sponsored full-page or rich media ads.  He added that publishers were increasingly re-using content from their print and web publications in apps to create a new monetization channel.

Revenue stream: So how does Genwi monetize its own platform? Does it work on a revenue sharing basis with publishers? Singh replied that Genwi’s business model included a monthly fee for the Genwi Platform and Professional Services fees, when required. “We do not typically embark on revenue sharing agreements,” he clarified.

Technology platforms that Genwi supports: According to Singh, the cloud-based GENWI Platform supports apps on iPhone, Android, and iPad devices, in addition to the mobile web (HTML5). He elaborated that online publishers and marketers can update an article once and it can propagate across all Genwi-powered apps.

* Disclosure: Indiatimes is an advertiser with MediaNama

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