dx3 opens Europe for us: CEO IMImobile

NEW DELHI, INDIA: The acquisition of UK digital content delivery provider, dx3, says Vishwanath Alluri, CEO IMImobile, is important strategic move for company as it not only opens door for company in Europe but also gives it access to slew of customers like Sony BMG, Universal, EMI and Warner Music.

In an exclusive interaction with CIOL, the founder of MVAS player, IMImobile, said the acquisition of dx3, will combine IMI’s experience in the mobile sector, with dx3’s expertise in the web domain.

“dx3 acquisition gives company a strong headway in European markets starting with England and Irish markets. This relationship also gives us access to tap top labels in music industry”

“Europe was missing in our portfolio as we already are present in major grographies be it India, Middle East, or Americas and Africa.”

dx3, considered a pioneer for first legal digital music downloads in Europe, provides dual (online and mobile) content delivery services and offers content in all formats, including full-length music, video, and real tones.

The company has major labels like Eircom, EMI, Findel, MTV, Sony Ericsson, Trinity, Virgin, and Universal as it partners and boasts of library of over two million legal music tracks.

IMImobile had been aggressively scouting for a suitable digital content provider partner in Europe in the mobile advertising space for some time now. 

Vishwanath, while talking to CIOL in late August had hinted at the possible acquisition of company in Europe

“We are looking at acquiring some companies in Europe which fall into our technology road map. We are looking at companies who augment our technologies and expand our strategic operations in new geographies”, Alluri hjad said at that time.

IMImobile, adds Alluri zeroed on dx3 as it fitted in with IMImobile aggressive European expansion plan to establish itself as one of the largest managed service providers for digital content and converged value added services in the region.

Music…driver for acquisition

dx3 library has two million legal music tracks, says Alluri has been one of major reasons for IMImobile to select dx3

 “Mobile phones are now more of entertainment devices. To stay in music delivery business it is important you have access to legal music titles”

 .“dx3 gives us that capability and you are talking about 2 million tracks here”, he adds

 Alluri added the company also hopes the acquisition will help to upsell its services to big players in the music industry

 Integration of dx3 services over Davinci Platform

 Alluri adds post acquisition, dx3 services will be integrated and rolled out on IMImobile’s Davici platform

 IMImobile Davinci platform provides an environment in which multi-format ad campaigns can be created and delivered to consumers over SMS, MMS, voice, WAP, ringback tones or video streaming.

 “We will be bringing all the dx3 technology and services into our platform so that we can control the operations and monitor them remotely from our Hyderabad centre”

 "That helps us to control operations and bring efficiencies and economy of scale”