July Systems launches IPL on the mobile internet


July`s Mobile internet eXperience (MiX) platform brings together the mobile internet ecosystem for mass consumer reach

  • Available to over 120 million mobile internet subscribers across device types and networks
  • Unique ‘Call to Experience’ and ‘Video Scorecard’ features designed for indian conditions
  • ‘Freemium’ model enabled by immersive mobile advertising.

Mumbai, March 6th 2010: 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. We are pleased to partner with July Systems –pioneers in mobile internet technology, as they have the operational experience of working with the world’s leading broadcasters, sports leagues and advertisers. I am certain IPL fans here in India will enjoy this real-time user interface now available on their very own mobile phones.”

“This is an excellent initiative, which will help deliver the IPL real-time to cricket fans in the home market. The Indian market is absolutely key to the momentum of this exciting tournament, and GCV is very pleased to be partnering with July Systems which it believes will be instrumental in taking the viewing experience to the next level” commented Vijay Srinivasan, Director of GCV.

“July Systems is pleased to partner with IPL in launching this path breaking sports experience on the mobile internet.” said Rajesh Reddy, Founder and CEO of July Systems. “We are on the cusp of a mobile internet revolution in India, and making the IPL ‘mobile’ could be the tipping point.”

“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.”

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.

IPL on MiX

During the television broadcast of the IPL, the phone number 08123123123 will be displayed on the TV screens. The IPL service is initiated by calling this simple toll free phone number, which results in a SMS being sent to the user, with the link to the IPL mobile internet service. Users click on this link to watch real-time video clips IPL videos on their mobile phone. The service has been designed to deliver international quality video experiences optimized for low bandwidth networks and for the vast array of handsets that are available in the Indian market. July Systems is also working with the telecom operators to provide inexpensive ‘all you can eat’ data access plans and easy ways to activate these plans.

Indian Premier League

The IPL 2010 is ready to kick off on March 12th with some high voltage action expected between reigning champions the Deccan Chargers and the Kolkata Knight Riders at the D. Y. Patil Stadium at Navi Mumbai. IPL 2010 will be played over 45 days across India and will feature a grand total of 60 games, with the addition of a third place play-off. The league will also see the addition of four new home venues in the form of Cuttack and Nagpur for the Deccan Chargers, Ahmedabad for the Rajasthan Royals and Dharamsala for the Kings XI Punjab.

For more information on all the action in IPL 2010 log onto www.iplt20.com the official online destination of the league.

About July Systems

July Systems is the world leader in mobile internet solutions for the sports segment and is currently partnered with some of the largest sports leagues and networks in the world including NBA, NASCAR, PGA Tour, CBS Sports and NBC Sports. July helps these brands publish, distribute and monetize their mobile internet businesses and has significant experience in growing their business.

MiX - Mobile Internet Experience is July’s Systems initiative to provide consumers access to their favorite brands while ensuring a fun and friendly mobile internet experience. July’s understanding of sports news and entertainment media , its robust technology platform and Eco system alliances come together to enable this experience.

July’s customers include some of the most popular brands in the world. United States: CBS Sports, Vh1, Fox Entertainment Group – Fox Mobile, Fox.com, Fox Reality, FX, Speed, Comedy Central, Nickelodeon, NBA, NASCAR, PGA Tour, GOLF.com, Indy Racing League, NBC Sports, Travel Channel, Travel + Leisure Magazine, Lifetime Network. India: NDTV - NDTV Profit, NDTV Cricket Network 18 – IBNLive, Moneycontrol, HT Media’s Mint – an exclusive partner of the Wall Street Journal, and the Times Group’s Zoom TV.

July Systems is privately held and operates out of offices in New York, Los Angeles & Bangalore

Mi™, Mi™ Platform, Mi™ box, Mi™ Channels and Mi™ Studio are trademarks of July Systems.

About Global Cricket Ventures

Global Cricket Ventures is an online media and broadcast company, with exclusive digital, mobile and image rights to the Indian Premier League and key digital rights to the Champion’s League Twenty20. These rights include the development and operation of these tournaments’ official websites, www.iplt20.com and www.CLT20.com. GCV also operates the portal www.cricket.com.

July Systems                                            For the Indian Premier League

Shimonti Sikdar                                         Percy Dubash / Jitendra Jha

Phone: +91 9611129195                         Phone: +919820221792/+91992082926  

Email: shimonti@julysystems.com Email:percy.dubash@adfactorspr.com /jitendra.jha@adfactorspr.com


The PRactice, for July Systems

Pramod Kantak

Phone: +91 9892736183

Email: pramod@the-practice.net


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