MAM
Universal Music to offer branded mobile handsets
MUMBAI: Universal Music has entered the arena of branded entertainment, wherein the media major will be providing customised mobile handsets called ‘MoveU Mobile’ and a range of content and services.
The company has tied up with PMN Singletouch Interactive, the US-based mobile virtual network enabler (MVNE) for the same.
Apart from the branded handsets, the deal also comprised devices designed to promote individual artists signed to the Universal label. Singletouch claims to have already sold 7,000 handsets branded by Hilary Duff, the US teen singer.
The agreement is significant because it represents one of the first ‘live’ examples of a US media company seeking to directly brand its own range of handsets. Universal has been active for some time in selling mobile content and ringtones to support its artists, but this move will take the company directly into the MVNO space. Singletouch will also provide pre-paid airtime for the handsets, which it resells on behalf of Sprint PCS.
Universal recently invested in Amp’d Mobile, the US MVNO which plans to offer a range of multimedia content and tailored handsets over CDMA networks. Amp’d also acquired platform developer Ninja Mobile in recent weeks.
PMN has been predicting for some time that media companies would seek to increase their influence over the mobile value chain as content consumption became a more important part of the user experience. With several of large media companies, including AOL, Amp’d and Google, all announcing mobile acquisitions over the last month, it seems this trend is gathering pace.
It will be a key focus area at MEX, the PMN Mobile User Experience conference, on 6 – 7 September in London, which features a panel session entitled: “Media opportunities, MVNO partnerships and alternative business models.”
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
