MUMBAI: The ubiquitous nature of mobile phones has created a significant opportunity for monetization of video content on mobile Internet devices. Towards this objective Reliance Big Entertainment has entered into a strategic alliance with FunOnGo Entertainment, which provides customized platform and managed services. 

FunOnGo is a content curator and licenses VAS content across movies, music, games and applications. The strategic alliance will focus on servicing Indian mobile handset brands. Across all its OEM clients such as Samsung, Micromax, Karbonn, Intex & Gionee, FunOnGo has the potential to reach 60 per cent of smartphone users in India.

Handset vendors are moving from hardware specifications to focus on the user experience as a way to improve market penetration. FunOnGo helps OEMs set up on-device portals that allow users to easily browse, purchase and use content and services.

Reliance Big Entertainment COO Sweta Agnihotri said, “We see the mobile phone brands as a fantastic gateway to the consumer. Our team will play an active operational role in this alliance wherein FunOnGo could leverage our understanding of content and industry relationships to amplify its value offering to the consumer.”

FunOnGo CEO Vijay Singh added, “Until recently, the revenues generated through mobile came from on-deck services offered by telecom companies. Globally, the trend has shifted towards growth of off-deck services that are offered directly to consumers.”

Maitreya Mass Media is a seed investor of FunOnGo & has business interests as wide-ranging as FMCG, hospitality, real estate and mass communication. 

Maitreya Mass Media MD Varsha Satpalkar said, “The all-round growth on mobile be it devices, connections, traffic and content consumption, is astounding and we see that FunOnGo is rightly poised to gain from the momentum this ecosystem provides.”