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Vserv Launches AppWrapper Platform


Mobile ad network Vserv.mobi has launched its AppWrapper solution for Android as an independent platform called AppWrapper.org.

Speaking at the TechCrunch Bangalore conference, Vserv.mobi director (global marketing & product) Binay Tiwari said this platform will allow Android developers to integrate multiple services like advertising, in-app purchasing, analytics, bug tracking and others, through various third party software development kits (SDKs) in a single click for no cost. Initial partners which are integrated with the platform include Google Play Store (for ‘try and buy’ and ‘donate’ through In-app purchases), Google Analytics, Flurry Analytics, ApSalar (app analytics), BugSense, HockeyApp, Crittercism (bug tracking) and AppRater, Cloud2Device Messaging (to push app rating reminders and notification to users) besides Vserv’s own premium Real-Time-Billing ad platform which Tiwari claims, is powered by more than 30 ad networks.


Tiwari said they will also introduce Amazon app billing shortly and they will continue adding more services to the AppWrapper platform in the forthcoming future. “The idea here is to create a marketplace for developers to discover various app development services which can significantly shorten the time-to-market for developing apps” Tiwari said. The FAQ’s on the AppWrapper website suggest that, once downloaded it auto-updates, and the developer does not have to manually update the platform for any future updates of new services.

AppWrapper claims to have powered app monetization for more than 20,000 apps and games from companies like Disney India, Electronic Arts, Gameloft, Herocraft and others.

This looks like one of the more critical rollouts from Vserv: the other major rollout was its AudiencePro service, which allows advertisers to improve targeting among Airtel customers in India, using anonymised audience data. Earlier this year, Vserv had launched HTML5 ads with social sharing and A/B testing. In April 2013 this year, it had partnered with Yahoo to monetize Yahoo’s premium Mobile advertising inventory across key South Asian markets including Singapore, Malaysia, Philippines, Thailand and Vietnam. 

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Vserv is backed by IDG Ventures, having raised $3 million in Series A funding in 2011. 

Some of the other key mobile advertising networks in India include Inmobi, Google’s Admob, Komli owned ZestAds and Bertelsmann owned SeventyNine. One97 communications was also supposed to launch its ad network AdWorks.

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