Delhi-based mobile value-added services (VAS) company mCarbon is targeting both niche and general users in the fast-growing mobile market in India through its innovative and utility offerings. While its two recently-launched services — call management solution and pocket magazine Channel 99 — are fast becoming popular among users, it plans to soon introduce more VAS solutions related to roaming, music and video. “Airtel and Idea Cellular recently started offering our call management solutions that allow users to control their calls and let them decide which calls to take and which one to avoid. With more new mobile operators entering the market, our unique utility solutions will soon become popular. Similarly, Channel 99 is the first of its kind mobile magazine that not only gives users latest news and information but also have various utility aspects like booking tickets and making reservations,” mCarbon’s Director (Sales and Marketing) Rajesh Razdan told The Hindu.

Founded over a year ago by two professionals-turned-entrepreneurs — Brijmohan Mahendru and Rajesh Razdan — both ex-employees of Bharti Telesoft, mCarbon managed to secure funding from U.S.-based Canaan Partners earlier this year. It has already supplied at least couple of path-breaking solutions to mobile industry mainly in India. mCarbon now plans to enter the overseas market, particularly Africa and Asia Pacific region.

“We are not any regular VAS company offering ringtones or music. Our focus is on offering utility services to our users. For instance, the call management service is purely a lifestyle product that allows users to control their calls through various modes, which not only saves their time and money but also help manage their schedule and routine. Similarly, we are offering Channel 99 for free, except download charges, offering latest news, information services, travel information and variety of interesting and useful contents,” Mr. Razdan said.

mCarbon, which hopes to clock Rs. 10 crore revenue in the first year of its operations, plans to offer more innovative services, particularly keeping its eye on the forthcoming launch of 3G services by private operators. “The introduction of 3G services will widen the scope for VAS industry, and players like us will benefit from it. Similarly, we are looking at rural VAS like microfinance which has great scope due to spurt in mobile users in rural areas. We also plan to tap overseas market which various channel partners,” Mr. Razdan added.

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