interview with Sydus president Saumil Nanavati
data bandwidth one of the incredible
challenges faced by any technology firm'
on 6 March 2006
the mobile continues growing as a source of entertainment, companies
are looking at ways in which they can enhance the value that this
medium provides. One such firm is the Singapore based Sydus which
specialises in creating music-to-mobile lifestyle expressions.
in 2002, Sydus has attracted technology experts interested in advancing
the distribution of digital entertainment to consumers. Last year
the company, in partnership with Virgin Radio, introduced MobileRadio,
claimed to be the world's first 3G radio. Indiantelevision.com's
up with Sydus president Saumil Nanavati to find out more.
do you create music-to-mobile lifestyle expressions?
Sydus has three ways to express mobile music lifestyles:
- This we believe is setting the trend radio broadcast for global
mobile services with the universal language of music. MobileRadio
breaks geographical limitations and, eliminates restrains of the
home and office environment, crossing boundaries only imaginable
the advertising front MobileRadio presents radio advertisers a global
reach. It also gives telecom service providers the chance to monetise
their infrastructure investments through increased use of data services.
It also empowers brands to communicate to their consumers no matter
where they maybe through branded radio services
- This is the only streaming service in the world that packages
a consumer's favourite audio content on their mobile phones. It
allows consumers to instantly stream from more than unlimited songs.
It delivers audio in near CD-quality and gives consumers the flexibility
to tap into an extensive catalogue from any place that is connected
via mobile phones. The Phone Jockey feature customises recommendations
and mobile music channels for the consumer
- This offers operators and sponsors an option. It breaks the challenges
of venue capacity and geographic reach, bringing sponsors a global
audience and revenues. Sponsors get borderless reach. Live creates
more intimacy between fans and their favourite artistes.
What were the challenges faced by Sydus in developing audio streaming
technology for the mobile?
are two incredible challenges faced by any technology firm. The
first is wireless data bandwidth. Consumers today are used to a
high degree of music quality in the digital lifestyle consumption.
Delivering music through a mobile medium is no exception. Sydus
is the only firm who can deliver high quality in near-CD-quality
audio over GPRS networks, which is similar to dial-up modem with
a greater degree of volatility.
second challenge is making the technology easy-to-use. Using any
service or application on an incredibly tiny mobile screen is/always
will be a challenge for all. Sydus' challenge was to make the user
interface very innovative, attractive and yet very simple to use.
Could you give me an idea of the way in which the mobile is evolving
as a source for listening to music and consuming media in Asia?
is tremendous growth potential in the mobile content area. This
is allied to the sharp increase in 2.5G and 3G handset adaptation
and will combine to deliver global mobile entertainment revenues
of more than $ 59 billion by 2009, 16 per cent of which will be
generated through music, according to a study by Juniper Research.
to a recent study, The Future of Mobile Music, which studies
the growth of the mobile music market in 28 countries the mobile
music market is the most valuable mobile content market globally,
generating gross revenues of $4.4 billion in 2005, rising to nearly
$6 billion in 2006. Mobile, it is said, now accounts for nearly
15 per cent of the entire music market globally.
Asia Pacific region will be no different from the rest of the world.
For one, there is tremendous growth in mobile adoption in the region.
Data from Wireless World Forum's Indian Mobile Market 2006 statistical
handbook, for instance, reveals that mobile ownership in India will
pass 100 million in 2007. This will only encourage the rapid growth
and demand of mobile content, with mobile music being one of the
with the growth in demand of mobile music, the popularity for mobile
radio services that reach global audiences - like those by Sydus
- will also increase. With
Virgin Radio UK, for instance, we have noted that there is a large
demand for free content made available in mobile phones. In Asia,
Thailand, India and Turkey are the three major markets for Virgin
Radio's MobileRadio service.
This might also influence the adaptation rates of 3G technology.
A report by TelecomView projects that 3G will have more than 300
million subscribers and generate more than $200 billion in revenue
are the top three countries that use your services the most?
Based on our experience with Virgin Radio UK, the top ten countries
in the world that use Sydus' MobileRadio service are the Russian
Federation, United Kingdom, Italy, USA, Thailand, India, Sweden,
Czech Republic, Turkey and Finland.
is tremendous growth potential in the mobile content area.
This is allied to the sharp increase in 2.5G and 3G handset
adaptation and will combine to deliver global mobile entertainment
revenues of more than $59 billion by 2009'
You earlier mentioned the deal with Virgin Radio. What does a mobile
phone need to have for the user to enjoy this service?
require either a Symbian, or Microsoft Windows handset. To-date,
there are over 189 handset models and variants, with a footprint
of over 65 million handsets, that are compatible with Sydus' MobileRadio
a Sydus-compatible handset, users have to simply download the application
for their mobile phones from Sydus' WAP site.
Which are the other radio stations Sydus is talking to regarding
There are number of content publishers, which include radio stations
and lifestyle brands that Sydus is talking to with regards to partnerships.
At this stage, however, we are unable to disclose any details.
In what way does this enable the advertiser to better engage with
the user compared to traditional radio?
Unlike traditional radio, users of Sydus' MobileRadio service
are not geographically bound to enjoy the radio experience. This
means that an advertiser can reach out to an audience all around
How does the revenue sharing arrangement with Virgin mobile and
the advertisers work?
Sydus has built a new business model for content publishers
such as Virgin Radio UK, by creating a favourable situation for
the content publisher (radio station), advertiser, mobile operator
and the end-user. Ultimately, it's a win-win situation for all.
publishers benefit as they have access global audience with minimal
costs. They can Refresh campaigns/promotions (on an hourly, daily,
or weekly basis) to keep the brand active.
They can put the brand in the consumers' eyes on a daily or hourly
basis. Actively track impressions and locations of the consumers.
It offers them a platform to launch aural and visual campaigns.
traditional radio, users of Sydus' MobileRadio service are
not geographically bound to enjoy the radio experience'
you also have deals with music companies regarding customised playlists?
Customised playlists are one of the options that music companies
can consider while addressing the lifestyles of the consumer on the
go. Sydus is currently talking to music companies regarding customised
long do you feel it will be before the phenomenon of listening to
FM radio on the mobile comes to India?
Indian users are early adopters of mobile phone-related technologies
and the phenomenon of listening to radio on mobile phones has already
been tried and is on the rise in the country. In fact, Indian users
are amongst the top six users of Sydus' MobileRadio technology for
Virgin Radio UK's service.
you in talks with mobile operators in India regarding incorporating
the FM radio service as part of their offerings?
As part of Sydus' new business model, we work directly with
content publishers and not with specific mobile operators.
from music, which are the other areas where your audio technology
comes in handy?
Sydus recently partnered with Immedia Broadcasting, the UK's
leading provider of live tailored radio for retailers. With Sydus'
technology, Immedia can now offer their clients the flexibility
of customised radio with global reach and allow them to communicate
effectively with their staff and consumers, regardless of geographical
location. Thus, Sydus' technology can come in handy for internal
communication within multinational companies, especially.
technology can also come in handy in times of natural disasters
or national emergencies, when specific emergency-related messages
need to be communicated over large geographies and when people are
not bound to a geographical area.
you talk about the ways in which Indian television channels and
radio stations can benefit from Sydus' technology?
With Sydus' technology, radio stations can reach out to both
regional and global, active audiences, tapping into markets such
as, Non-Resident Indians or Indian-content-loving users, that have
never been explored before.
on the other hand, will have access to a larger audience base. They
can choose to advertise with a radio station using Sydus' technology,
and send out key messages to many more people at one particular
technology can enable Indian television channels to extend the experience
beyond the particular channel. Television shows, like Indian
Idol, for instance, can now link up with Sydus and produce content
that is accessible from anywhere in the world.
channels can benefit from advertisers that would like to associate
themselves with certain shows to reach out to their target audiences,
all around the world.
has research conducted by Sydus thrown up about the way in which
mobile users consume music?
After the launching the Virgin Radio UK service, our research
has shown that even people in Botswana use the service on their
handsets. The data from the availability of such services preserves
some of our assumptions about consumer behaviours whilst dispelling
others. We ruthlessly review all data poured on to us by our services.
with service data, our team has personally spent time watching youth
and young people at popular places like Starbucks at various locations
in the world, to see how they communicate and use their phones.
This allowed us to understand that there is a need for free mobile
TV has severe limitations and according to a recent report
by Northern Sky Research, the mobile TV market is expected
to reach 107 million subscribers by 2010 - this versus the
65 milion Sydus can serve today'
next step is consuming television on the mobile. What plans does Sydus
have in this regard?
We are constantly looking for ways to deliver lifestyle content
on the handset, and will continue to watch and plan as the industry
you talk about the new technologies emerging that are allowing a smooth
flow of visual data?
According to a recent report by Northern Sky Research (NSR), it
is believed that new technologies such as the Multimedia Broadcast
and Multicast Standard (MBMS) and High Speed Downlink Packet Access
(HSDPA) will be critical to the growth and projected rollout of mobile
TV over 3G networks.
is an IP-based technology designed to more efficiently deliver multimedia
(video, audio and text) content over 3G radio and network resources.
It offers a way for 3G network operators to offer multimedia content
over their GPRS/Edge or WCDMA 3G networks without unnecessarily
consuming capacity for voice communications.
is a packet-based data service in WCDMA downlink with data transmission
up to 8-10 Mbps over a 5MHz bandwidth in WCDMA downlink. In 3G partnership
project standards, Release 5 specifications focus on HSDPA to provide
data rates up to approximately 10 Mbps to support packet-based multimedia
computers got more sophisticated the virus threat grew. Is the mobile
going to face a similar threat in terms of security?
According to a study released by McAfee Avert Labs, mobile security
threats are expected to triple in 2006 as smart phones and other
mobile devices become more prevalent. The number of malicious software
programs created for mobile devices is expected to reach 726 by
the end of 2006, according to McAfee.
just like how computers are now installed with anti-virus solutions,
mobile phones will have mobile security standards to curb security
threats. For example, BlackBerry phones are equipped the BlackBerry
Enterprise Solution, which uses Data Encryption Standard (Triple-DES)
or Advanced Encryption Standard (AES) encryption methods to encrypt
data in transit.
recently, Nokia announced in Europe that F-Secure Mobile Anti-Virus
will be available through Nokia to the users of four recently announced
devices based on S60 3rd Edition - Nokia N71, Nokia E60, Nokia E61
and Nokia E70.
proves that handset manufacturers are increasingly developing new
solutions to keep mobile phones secure, as they are, after all,
the most personal devices.
movies being streamed for mobile something that will grow in popularity
given the small size of the mobile screen?
Mobile TV has severe limitations and according to a recent report
by Northern Sky Research (NSR), the mobile TV market is expected
to reach 107 million subscribers by 2010 - this versus the 65 milion
Sydus can serve today. However NSR president Christopher Baugh,
who is also the report's author, also points out that several business
and technical issues are still not resolved, and the resolution
of these critical issues is vital to ultimate market success.
is also estimated, as per this report, that it will take time for
broadcast networks to be deployed and handsets made available, therefore
many 3G carriers are now searching for ways to make their existing
networks more efficient for carrying video. In view of this, we
believe that it has yet to be seen whether mobile TV will grow in
popularity. However, we believe that content that is created especially
for the small screen format i.e. music and that keeps the consumers'
attention for a few minutes, is the best option.
there is talk about the advent of 5G. What do you think that will
bring in terms of offering a multimedia experience for mobile users?
evolution of 5G will form a real wireless world, make an important
difference and add more services and benefits to the world over.
For mobile users, it will make mobile content more accessible and
we will have to wait and see how the industry evolves. Sydus will,
nevertheless, take advantage of new technologies available and continue
to develop innovative technologies in line with the user's demands
to do what they want, on the move.
|Go to Top
for Executive Dossier Archives