Info Edge backed deals service mydala claims that My Delights, a mobile deals service they launched with Vodafone has crossed the six million unique visitors per month on mobile; The service was launched in August 2012. What’s notable about this is that it isn’t a subscription service:
My Delights allows Vodafone subscribers to get discounts and deals on restaurants, spas, fashion accessories, personal care products, among others using *111#, customized to users’ previous purchases and location. Users will get billed on their phone for the offers that they avail. If they are prepaid users, the amount will be deducted off their balance. The amount billed to the user is shared between Vodafone and Mydala.
Trends: Speaking to Medianama, MyDala Founder Anisha Singh said that tier II & III cities contribute about 40-45% to their traffic, and their Internet traffic still continues to come largely from the tier I cities. Food is a popular category across all cities. They also claim that their repeat visitors stand at about 32%. Singh also added that Mydala is in talks with other telecom service providers to launch similar platforms for them.
Effect of VAS Regulations: Singh said that the TRAI regulations has had no effect on their service since their service is a pull based service using a transaction model. This looks like an interesting model for VAS companies to look at, if they’re facing issues following TRAI’s VAS regulations.
Mydala is one of the few deals sites left in India apart from Groupon, Groffr, Dealsandyou and Rediff’s Deal Ho Jaye. It is worth noting that Snapdeal, now an ecommerce marketplace, began as a website offering daily deals. They had pivoted over time to do ecommerce moving away from deals.