New Delhi, June 29 (IANS): In an attempt to tap the smartphone market, Reliance Big Entertainment Pvt Ltd will be taking entertainment content to the consumers under a strategic alliance with FunOnGo Entertainment Pvt Ltd.

FunOnGo is a content curator and licenses VAS content across movies, music, games and applications. The company provides a customised platform and managed services to various clients.

The alliance will focus on servicing Indian mobile handset brands. Across all its OEM (Original Equipment Manufacturer) clients such as Samsung, Micromax, Karbonn, Intex and Gionee, FunOnGo has the potential to reach 60 percent of the smartphone users in India, read a statement

Sweta Agnihotri, COO, Reliance Big Entertainment Pvt Ltd, said the collaboration will help reach a wider audience.

“We see the mobile phone brands as a fantastic gateway to the consumer. Our team will play an active operational role in this alliance wherein FunOnGo could leverage our understanding of content and industry relationships to amplify its value offering to the consumer,” Agnihotri said.

FunOnGo started with being an enabler to smartphone manufactures, and its CEO Vijay Singh feels that it is a step towards the future.

“Until recently, the revenues generated through mobile came from on-deck services offered by telecom companies. Globally, the trend has shifted towards growth of off-deck services that are offered directly to consumers,” Singh said.