Universal Music to offer branded mobile handsets

MUMBAI: Universal Music has entered the arena of branded entertainment, wherein the media major will be providing customised mobile handsets called 'MoveU Mobile' and a range of content and services.

The company has tied up with PMN Singletouch Interactive, the US-based mobile virtual network enabler (MVNE) for the same.

Apart from the branded handsets, the deal also comprised devices designed to promote individual artists signed to the Universal label. Singletouch claims to have already sold 7,000 handsets branded by Hilary Duff, the US teen singer.



The agreement is significant because it represents one of the first 'live' examples of a US media company seeking to directly brand its own range of handsets. Universal has been active for some time in selling mobile content and ringtones to support its artists, but this move will take the company directly into the MVNO space. Singletouch will also provide pre-paid airtime for the handsets, which it resells on behalf of Sprint PCS.



Universal recently invested in Amp'd Mobile, the US MVNO which plans to offer a range of multimedia content and tailored handsets over CDMA networks. Amp'd also acquired platform developer Ninja Mobile in recent weeks.



PMN has been predicting for some time that media companies would seek to increase their influence over the mobile value chain as content consumption became a more important part of the user experience. With several of large media companies, including AOL, Amp'd and Google, all announcing mobile acquisitions over the last month, it seems this trend is gathering pace.

It will be a key focus area at MEX, the PMN Mobile User Experience conference, on 6 - 7 September in London, which features a panel session entitled: "Media opportunities, MVNO partnerships and alternative business models."

Latest Reads
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns
Udacity launches campaign for #JobsofTomorrow

MUMBAI: Silicon Valley-based learning platform Udacity has launched its first Indian campaign in order to promote its superlative Nanodegree programs and enable Indian engineers and tech enthusiasts to become ready for the #JobsofTomorrow.

MAM Marketing MAM
US Polo launches campaign for kids category

MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony. The TVC opens with a young boy, who is thrilled to be introduced to...

MAM Marketing MAM
CEAT gets children to ensure parents follow road safety

MUMBAI: Indian tyre manufacturer CEAT is airing a special social media campaign to build awareness to reduce road accidents as part of the road safety week 2018, i.e., 11-17 January 2018. The campaign, ‘drive safe dad’ originates from an innovative idea that blends emotions and technology in one...

MAM Marketing MAM
India ad spend to grow by 12.5% in 2018: DAN report

The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network's latest ad spend report.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories