VAS TOP 10: #1 OnMobile: Worthy Pioneer

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OnMobile Global is India’s largest value added service company. The company offers contest management, content aggregation and distribution, voice short codes, m-commerce solutions, missed call alerts, multimedia push services, mobile advertising, mobile search, ringtones, ringback tones, personalized music greetings, mobile media portals, phone backup, voice portals, and voice SMS. OnMobile has 92 telecom and media customers.

OnMobile is headquartered in Bengaluru, India where it has an R&D and network operations center. OnMobile also has offices in Delhi, Mumbai, Dhaka, Jakarta, Kuala Lumpur, London, Paris, Seattle, Singapore, and Sydney.

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Originally incorporated in September 2000 in California under the name Onscan Technologies India as a spin-off from Infosys, the company relocated to India. The company changed its name to OnMobile Asia Pacific in April 2001 and finally to its current name in August 2007. OnMobile became the first Indian telecom VAS company to go public when it was listed on the Bombay Stock Exchange and the National Stock Exchange of India on February 19, 2008.

As of 2010, OnMobile acquired 4 companies in order to expand their product line. ITFinity, in December 2006, a mobile software company, for us $10-20 mn acquired French data products company, Voxmobili in 2007, expanded OnMobile’s operations to the Pacific, Australia, and the United States. Voxmobili provided services to Orange, Cingular, Vodafone, and France Telecom. OnMobile paid €12 mn for acquiring French speech recognition company Telisma SA. Telisma has a speech recognition technology available in 10 Indian languages Hindi, Bengali, Tamil, Gujarati, Punjabi, Kannada, Telugu, Malayalam, Marathi, and English.

In October 2010, OnMobile purchased Dilithium Networks, a developer of 3G video technology, for an undisclosed amount. The Company provides telecom VAS, voice portals, ringback tones, mobile content aggregation and distribution, interactive media portals, mobile advertising, 1-to-1 direct marketing on mobiles and m-commerce. In November 2001, OnMobile obtained the first customer for telecom VAS. The company launched its multi-model voice portal platform and applications in July 2002. After a year, in 2003, the OnMobile secured 3 more customers in the telecom sector for speech driven products.

OnMobile also launched its services for telecom service providers in public sector and also to the first international telecom service customer in 2004. During 2005, the company had launched m-commerce services in India (railway ticketing) and also launched services with the first media customer. In July 2007, the company was awarded Top VAS Company of India for fiscal 2007 as per the V&D 100 survey. The company tapped capital markets in January 2008 with an Initial Public offering (IPO) of 10,900,545 equity shares.

During the fiscal year ended March 31, 2011, the company launched RBT services in Vodafone Egypt, which had 26 mn total subscriber base. During fiscal 2011, the company acquired the third generation (3G) video technology and mobile solutions. OnMobile services are available to more than 500 mn telecom subscribers in India. The global deal between OnMobile and Telefonica in Latin America continues to grow as services have been deployed across 7 countries, covering 85% of the total subscriber base. The active user base has grown over 50% from last quarter to 4.6 mn users at the end of this quarter.

[image_library_tag 510/48510, border=”0″ align=”right” hspace=”4″ vspace=”4″ ,default] OnMobile launched RBT on a SaaS model in Telefonica, Spain, successfully migrating 1 mn RBT users within 2 weeks. This further reaffirmed its strong relationship with Telefonica, one of the largest telcos in the world and bears testimony on its ability to scale and deliver. OnMobile has established a firm presence in the African continent.

According to the latest financial report of the company, its revenue increased 10% from `1,238 mn to `1,364 mn (1st Quarter Fiscal 2012 as compared to 1st Quarter Fiscal 2011), EBITDA decreased 6% from `286 mn to `270 mn, operating margin decreased 28% from `154 mn to `111 mn, net profit decreased 31% from `186 mn to `128 mn, earnings per share decreased 16% from `1.6 to `1.3.

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