MTN Cameroon has partnered with United States based Mandalay Digital and YellowDot to provide value-added services (VAS) and mobile content to its subscribers in the West African country.
The agreement will see Mandalay Digital offer SMS and gaming-based content through its Digital Turbine Marketplace (DTM) platform from September 2013, a move by YellowDot to generate additional revenues.
Noy Hazan, chief executive officer (CEO) of YellowDot Africa, said the partnership is an exciting step forward for them to continue to expand services to new territories.
“The demand for data and cellphone content is growing rapidly in the region and we hope that we can do our part to help meet that growing demand,” Hazan said.
“Operators have to continuously be aware of mobile trends, and what we are noticing is that while consumption of voice content and services has plateaued, VAS content, such as gaming and music content is just beginning to take hold.”
Peter Adderton, chief executive officer (CEO) of Mandalay Digital Group, said the deal is a win-win for MTN, YellowDot and Mandalay.
“We are excited about our expansion into the mobile market in Africa where we can continue to leverage our knowledge and technological abilities to drive higher consumption of quality content,” Adderton said
MTN is the largest mobile operator in Cameroon with more than 7.5 million subscribers and approximately 56 per cent of the market share.
The agreement marks Mandalay Digital’s first venture into the African mobile market and YellowDot’s continued growth on the African continent, the second largest mobile marketplace in the world.