Applications
Mobile Streams teams up with UTV India Games to set foot in India
MUMBAI: Mobile Streams has teamed up with UTV Indiagames to distribute mobile content to network operators as well as via the mobile internet throughout India.
Indiagames will use its established relationships with India‘s major network carriers to distribute content from Mobile Streams‘ content catalogue. This includes over 270,000 items from top content providers including the ever popular Mr Bean and Happy Tree Friends as well as a wide range of World Cup 2010 content such as wallpapers, tones, video and games.
Mobile Streams COO Arnd Aschentrup said, “Our aim is to extend our global footprint and offer our content partners the best exposure for their brands to increase their fan base and mobile revenues. We are happy to be building on our existing relationship with UTV Indiagames and to be gaining access to mobile phone subscribers in India.”
Added UTV Indiagames founder and CEO Vishal Gondal, “Our new agreement with Mobile Streams is a testament to the success of our existing relationship. We look forward to introducing content from the Mobile Streams library to our network operator partners and help them to expand their footprint in India.”
Mobile Streams‘ distribution network also includes UK, Europe, North America, Latin America and Asia Pacific. The company also owns and operates the mobile internet portals, www.ringtones.com and www.mobilegaming.com.
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.
