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Mobile Magic, India's first and the fastest growing chain of Mobile Phone Boutiques, has announced the launch of Media Magic. This is the first company in the world to offer an aggregation and retail platform for legal, rich content for the mobile user that includes games, applications, movies and music in an offline format.

As a company, Media Magic plans to revolutionize the selling and buying process of legal content for the mobile user in the country with this offline channel. “For the first time the consumers will get DVD quality experience for movies of all languages with all legal content and software which will ensure many benefits like extended battery life, no hanging and no viruses etc.” said. Vijay Singh, CEO Media Magic.

To ensure that this service is evenly distributed and accessible to all mobile phone users, Hungama Mobile and Media Magic have tied up with chains like Cafe Coffee Day, The Mobile Store and other outlets around the country to provide this content to users for a fee.

The company’s primary focus will be on the distribution model through retail outlets since India has very low broadband penetration. “The broadband penetration is not high in India, but the mobile phone penetration is. We are mainly targeting the 80 per cent non-GPRS enabled device owners of the 225 million mobile phone users in India,” said Singh.

One can also simply purchase a Media Magic memory card, for just the price of the card and install the software. However videos and other content will be locked and require an activation key, hence the fee.

Each retailer will have access to this unique password using which they would be able to download content on client’s handset from the company’s server through their PCs.

The customized software developed by Media Magic is also handset specific to ensure that the content is optimized for the customer handset as all handsets models have different screen sizes and specifications.

"Primary focus of the company will be on the distribution model through retail outlets since India has very low broadband penetration," said Singh. The company is targeting to have over 10,000 such retail outlets.

For now a list of about 500 titles in DVD quality print will be released and will be available for purchase at all outlets. English videos will be available for about Rs. 100 and Hindi movies at around Rs. 30. Movies will be available in English, Hindi and other regional languages.