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WWE looks to expand on the mobile
MUMBAI: Like a lot of media firms World Wrestling Entertainment (WWE) is looking at the mobile to expand its offerings globally. WWE has chosen mobile transaction network mBlox to bring global interactive services direct to its consumer base, reaching fans in more than 130 countries, across all networks and handsets. These enhanced interactive services are part of WWE’s mobile initiative. In India, WWE airs on Ten Sports. |
WWE chose mBlox in part for its ability to offer a single point of access for its audience. WWE VP, interactive development David Knise says, “Mobile is the next frontier for WWE, and content that allows our fans to interact with us or with each other is our highest priority in this medium. “Our decision to use mBlox as our partner in delivering this content reflects the quality of its offering, the depth of its relationship with mobile operators and its global capabilities. With mBlox, we’ve found the partner who’s committed to giving our worldwide fans the same high quality of service and pleasant experience they expect from WWE.” In May, WWE had unveiled plans for new mobile services that now include a slate of original “made for mobile” content, including video, text news alerts, schedules, ringtones, wallpapers and a fantasy ticker. Adding even more interactivity and functionality is the next phase of this growing programme. The programme will include offerings that allow fans to interact with WWE and each other with an eye toward further engaging and captivating WWE Mobile users through innovative promotions, sweepstakes, in-arena activities, trivia, contests, Live Event seat upgrades and other Premium SMS (PSMS) programs. With mBlox, these communications can occur on any mobile device and over any mobile network. |
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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.
