Dialog sees the beginnings of a mass data market in Sri Lanka

Celltick(World leader in active content discovery and interactive broadcaster) has announced a deal with Sri Lanka ’s Dialog GSM to deliver its active content discovery service to all 3m Dialog subscribers. Previously zero77 LIVE (designed to boost the operator’s 077 brand recognition – 077 is Dialog’s mobile dialling prefix) was only available to top-end users.
Making zero77 available to all subscribers is not about democracy, it’s about money: according to Celltick and Dialog, the service upped content usage by 20% among its original 120,000 consumers.
This is how it works: zero77 LIVE delivers personalised content teasers to the idle-screen of subscribers' mobile phones, guiding users to relevant mobile content and driving operator revenues. Content bites appear silently across the idle-screen and are timed to coincide with consumers' ‘mobile moments’ - such as when commuting or during a lunch break. The free teasers include: news headlines, sport reports, weather updates, lifestyle tips, music stories and gossip etc. zero77 LIVE also provides users with the opportunity to participate in competitions and win prizes.
No doubt greater availability will expand the use of mobile content, but not everyone is as adventurous, or more to the point, well-off, as the original audience. Low, single digit growth is more likely for the rest.
See http://www.celltick.com/pressreleases.asp?id=37 for the full report