Tata Docomo Launches Mobile-based Game Subscription Service 'Let's Play'

Tata Docomo, the unified telecom services brand of Tata Teleservices Ltd has partnered with Exent, a US-based  provider of games-on-demand, to launch an all-you-can-eat mobile game subscription service in India called 'Let's Play'.

Powered by Exent's Game Tanium mobile service which offers unlimited play of popular Android games curated by in-house staff it also offers game recommendations, ratings, video trailers and claims to have a catalog of more than 75 game titles including Zenonia, Farm Frenzy, SpeedX 3D, Hotel Mogul, Wave Blazer and Edge, with new games added every week. The games cuts across various genres like action/adventure, arcade, puzzle and card/board.

The service will be available for all Tata Docomo customers having Android phones and users can register for this service by sending an SMS 'Play' to 53333. There will be an initial three-day free trial and following that, the service will be available for a monthly fee. It has not disclosed the fee that it would be charging.

"The emergence of sophisticated mobile devices at affordable prices and wider range of smartphones along with greater wireless mobile broadband penetration has led our customers to expect much more from their service beyond calling and texting. Android is believed to have a rich user interface that adds functionality to the device and increases the overall mobile experience, especially gaming," said Sharad Arora, head Mobility - Wireless Solutions, Tata Teleservices Limited.

The development comes few days after the launch of location-based advertising service called 'Offers Near Me', location-based advertising service for its GSM customers in Andhra Pradesh circle. It is a location-based opt-in program that allows Tata Docomo GSM customers to receive deals, offers and discount coupons from their favorite retailers — FMCG brands, apparel companies, malls, restaurants, cinemas, coffee shops, auto dealers etc. Value deals and discounts offered depend on the location the customer is travelling in and individual retailer offers.

Unlike 'Let's Play', this service is free, but to subscribe this service customers will have to dial the interactive portal at *533*9#.

A couple of months back, the teleservice provider collaborated with CanvasM Technologies, Tech Mahindra's VAS subsidiary to launch 'Saral Rozgar' service. Thoough, CanvasM launched the service last year in June, 2011 in partnership with NGO Rashtriya Rozgar Mission to provide utility based services to bottom of the pyramid which is the blue-collar job segment. Using this service, a blue collar job seeker (like a driver, maid, plumber, electrician etc.) could create his/her resume and then apply for jobs through their mobile handsets.