wordpress blog stats
Connect with us

Hi, what are you looking for?

OnMobile Inks 22 Country Ringback-Tone Deal With MTN; Our Take

OnMobile Global Limited, with a new logo, and apparently with the vision to be the largest ringback-tone player in the world, has announced a deal to power ringback tones for South African telecom major MTN: As part of this engagement, OnMobile will start deploying RBT services for MTN subscribers over the next quarter and will replace the entire service over the next 24 – 30 months in 22 countries.

The deal is also significant from the perspective that it gives OnMobile an entry into 14 new countries. Data, it appears isn’t much of a focus for the company yet, but there is another way of looking at OnMobile’s RBT push – using RBT, easily its most successful product, it is gaining entry into operator relationships. Once these relationships are established, OnMobile can pitch other products to these telecom operators. It’s moves over the last few months, especially with the acquisition of LiveWire Mobile, indicate this. Maybe OnMobile has realized that it can’t compete in an open web environment, which is why it is sticking to its managed services approach, while others, like One97, have managed to build a consumer facing web/mobile-web brand like Paytm.

Hence the acquisition of Livewire Mobile, which gave Onmobile a portfolio of mobile music, RBT and gaming solutions, as well as a client base including Sprint, metroPCS, US Cellular and Cricket, to add to it’s client base of AT&T, T-Mobile and Rogers in North America, and Vodafone, Telefonica and Indian telcos.

A quote from David Fondots, VP, Head of North and Latin America, for OnMobile stood out for us in the Livewire mobile acquisition press release: “As operators invest in LTE migrations to address the exponential growth of mobile data consumption, it is critical to offer solutions that not only acquire, but retain high value subscribers. With embedded device solutions conveniently tied to Operators’ billing services, OnMobile will now be able to provide consumers with personalized value added service bundles and pricing that cannot be matched by OTT players and other siloed services.”

We’ll see how it plays out, but from a revenue perspective – which is something that OnMobile needs to (or is forced to) focus on quarter on quarter, being a listed company, the managed services play does appear to be a surer bet than OTT, which makes OnMobile’s decision to focus on RBT understandable.

Advertisement. Scroll to continue reading.
Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



While the market reality of popular crypto-assets like Bitcoin may undergo little change, the same can't be said for stablecoins.


Bringing transactions related to crypto-assets within the tax net could make matters less fuzzy.


Loopholes in FEMA and the decentralised nature of crypto-assets point to a need for effective regulations.


The need of the hour is for lawmakers to understand the systems that are amplifying harmful content.


For drone delivery to become a reality, a permissive regulatory regime is a prerequisite.

You May Also Like


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ