Data cashback platform mCent has launched mCent Browser,
an ad-sponsored mobile browser that provides free ‘unrestricted’
Internet usage to users. The browser is currently available for Android
users in emerging markets like India and provides free data of 10 MB per
day in an initial phase. Data freebies will be restricted to 70 MB per
week.
Free data provided by mCent is subsided by advertising and the company added that as more advertisers join the platform, the free data benefit would be increased. The company, however, did not provide a timeline for this. When MediaNama inquired about mCent’s partnerships with telcos, a spokesperson told us that the app is “integrated into the backend billing systems of every major operator in India.” mCent did not mention individual names of operators that it has partnered with in India.
How mCent’s ad-based model works
The company said that mCent browser was developed in a way that “advertisers are able to incorporate their marketing into mCent Browser without fracturing the consumer experience.” The idea is to integrate an advertiser’s brand information into the browser experience while allowing users to browse the Internet without any restrictions on usage.
A spokesperson for mCent told MediaNama that “the browser will have native advertising capabilities that will be built into the browser itself rather than the websites. We will have everything from banner ads to interstitials to video ads that are integrated into the browser experience.”
Free data provided by mCent is subsided by advertising and the company added that as more advertisers join the platform, the free data benefit would be increased. The company, however, did not provide a timeline for this. When MediaNama inquired about mCent’s partnerships with telcos, a spokesperson told us that the app is “integrated into the backend billing systems of every major operator in India.” mCent did not mention individual names of operators that it has partnered with in India.
How mCent’s ad-based model works
The company said that mCent browser was developed in a way that “advertisers are able to incorporate their marketing into mCent Browser without fracturing the consumer experience.” The idea is to integrate an advertiser’s brand information into the browser experience while allowing users to browse the Internet without any restrictions on usage.
A spokesperson for mCent told MediaNama that “the browser will have native advertising capabilities that will be built into the browser itself rather than the websites. We will have everything from banner ads to interstitials to video ads that are integrated into the browser experience.”
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