Global conglomerate Libra Group has partnered with mobile marketing specialist BigTime Entertainment to set up a joint venture that will focus on the mobile value added services (MVAS) sector of the telecoms industry.

The new venture, BigTime Arabia, which was launched in Dubai on Wednesday, aims to capitalise on the significant uptake in mobile broadband and wireless technology across Mena region.

Besides the Mena region, the agreement covers Asia and the Americas, said BigTime Entertainment which develops branded mobile marketing and interactive gaming campaigns for both mobile operators and media groups throughout the world.

Its core business comprises premium SMS mega promotion campaigns (MegaPromos) along with derivative ARPU (Average Revenue Per User) booster products such as games and text alerts which increase usage frequency and overall mobile expenditure while further enhancing engagement between network operators and their subscribers.

The BigTime management team brings considerable collective experience in the global mobile marketing industry and since forming the company has completed a number of highly successful campaigns in the emerging markets for mobile telephony.

The company expects its MVAS applications to help attract and retain customers, enhance revenue streams, and create strong brand affinity for mobile operators in the region.

“The MVAS sector is exhibiting substantial growth underpinned by the increasing penetration of mobile phones, the higher usage of smart-phones and the introduction of new, engaging applications by MVAS players,” said Emmanuel Androulakis, executive VP of Libra Group.

“We are very pleased to partner BigTime in bringing innovative technologies and services to mobile operators. Following our launch in Dubai we look forward to rolling out our partnership in Asia and the Americas, leveraging Libra Group’s global presence and infrastructure,” he noted.

Dimitris Papazisis, CEO of BigTime, said, “Our recent campaigns have surpassed all expectations and have very quickly put BigTime on the map among the leading players in the MVAS sector.'

'We are delighted to be working with the Libra Group as we pursue our goal of achieving significant market share in regions that exhibit revenue growth potential,' he added.-TradeArabia News Service