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
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
