July Systems Launches IPL on the Mobile Internet

The Indian Premier League (IPL) and its licensing partner Global Cricket Ventures (GCV) today announced a partnership with mobile internet pioneer July Systems, to launch an IPL mobile internet service, specifically designed for the Indian market.

Almost every Indian with an internet enabled mobile phone, across income groups, educational backgrounds, handset types or networks, will for the first time have access to live ball-by-ball video updates, action replays, video score cards and much more. Users can access this service from their mobile phone by calling the MiX toll-free number 08 123 123 123 or by accessing m.iplt20.com.

Lalit Modi, Chairman and Commissioner, Indian Premier League said, “The IPL is the first sports league in the world to roll out a mass market, mobile internet service of this type and scale.I am certain IPL fans here in India will enjoy this real-time user interface now available on their very own mobile phones.”

According to Rajesh Reddy, Founder and CEO of July Systems,“July System`s MiX platform aims to catalyze the mobile internet eco-system by bringing together and delivering value to its key stakeholders – consumers, advertisers, media publishers, operators and handset OEMs.”

Benefits of July Systems  IPL mobile internet service-:

For consumers: The service has been designed for the common man who may not have accessed the internet ever before. The consumers may not be aware of typing out URLs or navigating pages in a browser. A simple phone call is all that is required to get started.

Freemium, a combination of free and premium content, based pricing makes the service affordable to all users. A significant part of the IPL service including video content has been provided for free – subsidized by advertising. While certain premium sections are available at a nominal fee.

For Advertisers: With over 120 million mobile internet subscribers ( TRAI –Jan 2010 ) advertisers now have an immersive advertising platform to engage directly with a large audience pool. The mobile internet is also inherently more measureable providing good ROI for advertisers.

For Operators: With declining voice revenues, operators can look to sustainable growth from mobile internet based data services. The key to this growth is compelling content and there is no bigger event that the IPL to propel this growth.

For Handsets OEMs: A rich media service like the IPL is a great reason for users to purchase mobile internet and video enabled mobile phones. Handset manufacturers can look forward to growth in their sales driven by such services.