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The Trai regulations on SMS affected Hungama's revenue in the short term but the company overcame this regulation by launching many voice and data products, both on the domestic as well as international front.
The company's dependence on CRBT and mobile radio reduced significantly in FY12 due to Trai regulations and the company is aggressively looking at entertainment beyond music, be it on the broadcast ecosystem or cinema ecosystem. Focus is also on education, devotion, and faith.
In the last fiscal, the company established itself as a managed service player focusing on data play. Initially, the company focused on managed services for operators like: Aircel, Tata DOCOMO, MTS, and Uninor. The company is also managing large operators like airtel and Vodafone.
Hungama Mobile is the largest aggregator, developer, publisher, and distributor of Bollywood and South-Asian entertainment content in the world. It is a leader in mobile & digital entertainment solutions, gaming, and applications.
With partnerships with over 400 content creators, Hungama has licensed worldwide exclusive digital rights to millions of music and video titles. The company serves content to consumers in 47 countries across mobile platforms and has more than 150 partners across the world.
Today Hungama Mobile is the leader in the mobile entertainment and VAS. Since its inception, the business has built its expertise in mobile content, mobile marketing, and mobile media. It powers close to 75% of all mobile entertainment content in India.
Hungama Game Studio is one of India's largest gaming studios, developing gaming content across different platforms. The studio owns IP to 600 flash games till date for over 100 brands and has pioneered the Bollywood genre of gaming. It has conceptualized and created over 100 games around Bollywood and Indian films.
Hungama also launched India's premium cross platform digital entertainment store, Hungama.com, offering full length music tracks, videos, movies, ring tones, mobile content, and applications across various categories for digital downloads.
The company has unique products catering to service provider community be it on 3G, video, and music platform. For eg, Tata DOCOMO has deployed Star Fan Club, a subscription based product with price points of daily and monthly subscriptions where customers get an opportunity to follow favorite stars and get updates on Facebook, Twitter alerts, trivia, latest gossips, etc.
For Reliance Mobile data users, the company offers Full2Music (web & WAP), a subscription based full song download product. This platform makes content available seamlessly on web and WAP platform.
For Vodafone, the company has launched Re 1 Store, a subscription based service offering the best and the latest of songs, images and videos of Bollywood, models and devotional content @ `1 for each content.
For airtel, the company has deployed airtel Masala, a subscription based product @ `30 for 30 days for 30 minutes. It is a voice and WAP based service and it covers entertainment industry across 11 languages. The airtel 3G music store is a store that offers high quality and full length songs, chosen from over one lakh songs in 10 different languages (English, Hindi, Kannada, Telugu, Tamil, and others).