MUMBAI: Shemaroo Entertainment has partnered with the Israel Mobile and Communication Association (IMA), to explore new business opportunities in India’s mobile value added services (VAS) market along with IMA’s member companies.

The Israel Mobile and Communication Association (IMA) is an organization, with 100+ members companies. It serve as an innovation hub and its portfolio of companies offer a large number of VAS solutions as well as infrastructure, network efficiency and optimization solutions.

Shemaroo has been active in the digital distribution space for the last two years offering end to end expertise from aggregation to conversion. Shemaroo is now looking at overseas expansion for VAS content.

In the mobile space, Shemaroo has been providing audio and video content and is now slated to enter the VAS solutions space in a big way.

This partnership between Shemaroo and IMA aims to bring innovative products and solutions to the Indian mobile scene. A number of activities are planned as part of this collaboration. The first of these being a road show to introduce the Indian mobile operators to IMA and showcase a few of their member companies.

Six Israel companies are being represented in this road show and they will be presenting their ideas and solutions to all service providers in India like Airtel, Vodafone, Reliance, Tata, Idea, and BPL among others.

Shemaroo Entertainment director Jai Maroo said, "We are very excited to partner with IMA. Israel is a technology hot-bed and innovator in the Mobile Space and we are certainly looking forward to bringing some very innovative solutions to the Indian Mobile Space."

"Our partnership with Shemaroo will enable us to offer our Indian operator customers innovative services and application, which are already bundled with popular Indian content. Partnering with Shemaroo will allow us to better serve our customers in India, and have local presence. Combining content and innovation is key to accelerate growth of mobile content market in India and globally," says IMA founder and CEO Eyal Reshef.

"As a strategy, Shemaroo has been focused on new media and digital distribution platforms as new ways of distributing content. In fact, Shemaroo has been a catalyst in the Industry’s shift from the Physical to the Digital media," added Shemaroo Entertainment director Hiren Gada.