Applications
Vodafone partners with Vserv for app monetisation
MUMBAI: Vserv.mobi, a global mobile ad network, has tied up to power application monetisation for Vodafone.
The partnership will enable powerful app monetisation for Vodafone‘s developers targeting app distribution through the VStore (Vodafone app store).
Vodafone‘s developers will benefit from the Vserv.mobi AppWrapper, which enables a combination of both, paid and free models running in parallel. This approach eliminates the dilemma of choosing only one model and maximises app monetisation with minimum effort.
The AppWrapper is an app monetisation platform that enables mobile advertising and innovative pricing models on any app, without coding, in one click. The patent pending AppWrapper platform currently powers App monetisation for over 10,000 Apps, from developers like Glu Mobile, Digital Chocolate, Indiagames (now part of Disney), Nazara, and Jump Games, the company said.
Vodafone India SVP business development and innovation Jonathan Bill said, “AppWrapper is a first-of-its-kind platform that enables free and paid App monetisation models, across both smart phones and feature phones without any coding effort. We believe that this will reinvigorate the mobile internet ecosystem by allowing developers to accelerate their monetisation efforts and trigger innovation.”
The paid monetisation capabilities enabled by the AppWrapper include innovative pricing models such as Try and Buy, Pay per Play and Subscriptions – all enabled in One Click, without any coding effort. It allows developers to connect into any billing mechanism – be it direct telco billing from mobile operators like Vodafone or App Stores like Nokia and Android Market.
Vserv.mobi head of marketing Binay Tiwari added, “Advertising combined with Micro transaction based pricing models are ideal for targeting the vast majority of prepaid mobile users in emerging markets. AppWrapper enables this in One Click, thus offering developers tremendous flexibility in go-to-market across geographies.”
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.
