Applications
Eureka Mobile Advertising introduces mobile phone utility services
MUMBAI: Eureka Mobile Advertising has launched a mobile phone utility that monetises the idle screen to deliver relevant content to target subscribers.
Eureka is currently available on the android platform, and will soon be made available on BlackBerry and Symbian as well as across other telecom operators.
By utilising the idle screen space of the mobile phone, Eureka provides an opportunity for brands to engage with their customers.
Built on the back of proprietary technology, Eureka works with both telecom operators and brands. For subscribers that opt to download and continue using Eureka, the service offers a one-time cash reward for early subscribers, along with continued cool deals, and relevant content. Headquartered in the UK, Eureka has offices in London and Mumbai.
Meanwhile for brands, the opportunity lies in better utilisation of their advertising spend, more transparency and greater assurance.
Eureka Mobile Advertising founder and CEO Rahul S Jayawant said, “With the kind of power that the mobile phone wields, it has become the single most important tool for marketers all over the world. With our pilot launch completed in India over the last one month, we have seen overwhelming enthusiasm for our service. Going forward, we will expand our services to more geographies and telecom operators as well as mobile operators. Over the next 12 months, we aim to be present in multiple markets across the world. We see immense potential in this technology, and are excited about the opportunities that it presents.”
According to Berg Insight, a global telecom research firm, the global market for mobile ads is likely to grow at about 37 per cent every year to $ 22 billion in 2016, from the $ 3.4 billion in 2010. This is likely to increase the share of mobile marketing in overall advertising from 3.8 per cent to 15.2 per cent.
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.
