Mahindra Comviva announced its VAS business management partnership with du. As part of the multi-year deal, Mahindra Comviva is among the companies managing du's end-to-end VAS (value added services) business for premium services offering such as SMS alerts, WAP services, mobile Contest, Mobile Games, OTT app aggregation, etc.

Under VAS business management, Mahindra Comviva has extended services such as campaign planning, product management, roadmap planning, content operations and sourcing & setting up innovation lab along with technical assistance and monitoring. This end-to-end service management will further help du to improve overall customer experience.

Commenting on the deal, Atul Madan, Sr. vice president and Head of Digital Services at Mahindra Comviva, said: "We are extremely excited to extend our innovative value proposition to manage du's end-to-end VAS business in UAE. With this offering we are hoping to boost the operator's content-related revenue while maintaining utmost customer experience and cost optimization."

Fahad Al Hassawi, chief commercial office, du added: "We are pleased to announce our partnership with Mahindra Comviva as one of our VAS and mobile content master aggregators and partner. As an organization which puts our customers first, we continually look to partner with the global leaders in the industry to guarantee the best customer experience possible for end users. As such we look forward to harnessing Mahindra Comviva's expertise in VAS business management to match our requirements and enhance the final experience for our valued customers."

With over 30 large scale revenue share deployments and over 150 content partners, the company has become one of the largest content aggregators across MEA region. The company has revolutionized the digital music industry, getting on board local and international content providers/copyright bodies/ local artists/premium music labels and production houses. Currently, the company owns the rights to over 300,000 unique music tracks in African, Arabic and international categories, and offers multiple genres including Hip Hop, Pop, Inspirational, Rumba, Hip Life, Football Chants, Gospel, Jazz, Rock, Reggae and Retro in more than 35 local languages.

Leading operator groups in Asia and Africa have outsourced management of their music services portfolio to Mahindra Comviva. The company has achieved over 25% growth in RBT revenues/ subscriber penetration in existing deployments and 870% business growth on third party platform in the past. Revenues from content based services have also improved by 5-10% on a monthly basis through improved business management practices and segmented campaigns adhering to the regulatory guidelines.

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