Mahindra Comviva, the global leader in providing mobile solutions beyond VAS, is rapidly expanding its mobile music offerings in Africa.

Over the last 12 months, the company has become one of the largest music aggregators in the African continent, having collaborated with over 70 partners including local and international content providers/copyright bodies/local artists and production houses in the region.

According to the company, “operators in Africa have seen more than fourfold increase in their music services penetration and subscriber base, multi fold increase in their music revenues, using Mahindra Comviva’s digital services.”

Currently Mahindra Comviva owns music rights for 35,000 music assets spanning multiple popular genres including Hip Hop, Pop, Inspirational, Rumba, Hip Life, Football Chants, Gospel, Jazz, Rock, Reggae and Retro in 30 plus languages.

Commenting on its managed music services success in the continent, Atul Madan, Head of Digital Services, Mahindra Comviva said: “We have focused on expanding the operator’s digital music and infotainment ecosystem by bringing local content application and partners in addition to recognized international labels.”

Recently, the company launched its music and content recommendation engine, which enables operators to maximize VAS sales by matching music and content to customer preferences in real-time. The ability to cater to an audience has helped operators record a 50 percent growth in sales.

According to a recent report, demand for content based services grew by 18 percent in 2012 and the global mobile entertainment market is expected to grow at a CAGR of 9.61 percent between 2013-2015.

Leading operator groups in Africa have outsourced management of their music services portfolio to Mahindra Comviva. On an average, music services in Africa contribute 40 percent to operators’ downloadable content revenues.

To cater to fast evolving trends and sustain consumer engagement, the company is constantly introducing service features like Karaoke, user generated music content and social RBT.

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