Applications
BigFlix launches Windows phone app
MUMBAI: Movie on demand service BigFlix has launched an app on Windows Phone, allowing users to access over 1000 movies.
The company has a catalogue of multi-lingual Indian movies and also hand-picked Indian films – within 15 days of its theatrical release. Films like ‘Jism 2‘, ‘Bodyguard‘ and ‘Fashion‘ can be watched at the user’s convenience – anywhere, anytime.
The BigFlix app can be downloaded free of cost by Windows Phone users by going to the Windows Marketplace and a simple clicking on the app.
Users can subscribe to watch full movies and the same logins would also work on PCs and laptops, Tablets and other smartphones.
“This is the first Indian video-on-demand app available on Windows Phone, featuring movies across languages Hindi, Tamil, Telugu, Malayalam and others in DVD like quality. With the launch of the new range of mobile devices – powered by Windows Phone, Microsoft is aiming to strengthen its position in the global smartphone market,” BigFlix said.
In the last year, mobile devices running on Windows Phone 7.5 have grown among smartphone users in India. The OS has been built to let users enjoy a multimedia experience on mobile devices, which is leveraged by apps like BigFlix.
BigFlix business head Shreyash Sigtia said, “Microsoft has set technical specifications for all their devices, which lend themselves well to high-quality content on all the smartphones powered by Windows Phone. With the mobile platform becoming popular with high-end smartphones users globally, BigFlix aims to fulfill the need gap of Indian movies on Windows Phone. I am sure that the BigFlix app will be able to achieve the same success it has witnessed on iOS and Android on the Windows Phone platform too.”
Microsoft India director – Windows Phone Business Group Vineet Durani said, “All of us love our daily dose of movies and Bollywood and BigFlix gives you yet another compelling reason to stay glued to your Windows Phone. With no ads and no breaks between you and the latest film; watching films via BigFlix is pure pleasure.”
Microsoft adds that Windows Marketplace has been growing with more than 100,000 apps in less than a year since the launch of the Windows Phone 7.5 in India.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
