Tech

Sydus

Singapore-based mobile marketing company Sydus has breathed new life into radio, a 100-year-old technology that has seen little or no major innovations in decades.Since its inception last March, the company's mobile music service has been accessed more than 400,000 times by listeners in some 90 countries. Dubbed MobileRadio, which premiered as Virgin Radio UK, the service streams radio programs over cellular networks. Prior to the launch, Virgin Radio UK could only be heard in the greater London area. Today, it is accessible, on the move.

Written by ZDNet Staff, Contributor July 5, 2006 at 9:38 p.m. PT

Industry
Mobile marketing

Company
With a user footprint spanning 90 countries, Sydus is driving the era of mobility, music and expression with its mobile radio platform. It delivers technology and experiences to brands and radio stations that would like to reach out to the targeted consumers on a global scale by delivering their key messages on the cellphone.

Employees
10

IT staff
5

Annual IT Budget
Confidential

The project has resulted in a new channel for brands and radio stations to deliver messages global audiences. For instance, Barcadi has established its own radio station with MobileRadio's technology. The rum maker is hoping to put its messages across to its target customers with mobile music.

Also, for the first time, through MobileRadio, a radio station is able to understand consumer behavior patterns such as listening durations, and frequency of access. This benefits radio stations by making it possible to align program schedules with the consumer listening patterns and habits. Brands that advertise on the radio station are also able to get more value out of their investments.

During the development process of MobileRadio, Sydus faced the challenge of limited wireless data bandwidth. Consumers today are used to a high degree of music quality in the digital lifestyle consumption, and delivering music through a mobile medium is no exception. Through hard work by the company's in-house engineers, Sydus was able to overcome the technical barriers to deliver near CD-quality over GPRS (general packet radio service) networks.

Saumil Nanavati, president of Sydus, said the commitment and capabilities of his team was key to the success of MobileRadio. He said: "These individuals are dedicated to understanding what the customer needs and successfully linking this to an effective solution and utilizing the right set of technology/innovation for each customer."

Moving forward, Nanavati said Sydus' ongoing research and development efforts will continue to drive its technology initiatives. "In addition, as we demonstrate the effectiveness of our solutions in the market, we see a need to constantly grow our team, by attracting and retaining the best talent in the industry," he added.

Nanavati said in the next 12 to 18 months, the company will continue to focus on creating new products to extend device compatibility and increase usage of mobile services. "Handheld devices are proliferating at an amazing rate, and have overwhelmingly become the one thing you don't leave home without."

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