Mumbai: Sydus, the first company to launch 3G Radio and branded music services worldwide, has opened its Mumbai office on 30 November 2007.

The Mumbai office will coordinate with the Singapore HQ to handle all India-related activity as well as work towards new business growth in cities like Bangalore, Delhi and Mumbai. Sydus is a digital entertainment solutions company that works to provide entertainment, like music, for brands to engage with their customers/audiences, through streaming technology.

Says Sydus president Saumil Nanavati, "Sydus is a company that bridges the gap between mobile and web. With this new office, our technology and content partnerships, we are confident of reaching out to young music lovers.

Music is an expression of emotions by India`s youth and we are proud to be able to bring this powerful connector to both brands and consumers whenever and wherever they are. Connecting young India will be the way forward for all."

Sydus is well positioned to leverage on the trend of combining Internet, mobile and social experiences by being compatible with a large number of popular social community sites like Friendster, MySpace, Xanga and Orkut as well as being simple enough to embed into leading blog engines like Blogspot, Wordpress and Live Journal, says a release. Sydus has also partnered with the Indian Music Industry (IMI) to provide the opportunity to access over 1.5 million content tracks in 12 different Indian languages spanning over 60 years of Indian music. These include tracks from labels like Saregama, Universal, Tips and Sony BMG to access classics from Lata, Asha, Rafi, Kishore Kumar.The music experience on the mobile or through the PC, led by the growth of Internet access in India will be a key factor for Sydus. Feedback provided by consumers on current music experiences using GPRS highlight the instability of the connection, with constant buffering taking places in many instances. Sydus player technology has been designed to accommodate for such technical difficulties on the go. Listening to music over GPRS on a Sydus-designed player will be analogous to listening to a MP3 player, like the Apple iPod or the Microsoft Zune.

By providing a consolidated catalog under Sydus, which will include better content control management systems, IMI is also better positioned to combat music piracy by offering a working solution that is digital and provides relevant content for consumers, without affecting the music experience or revenue potential of the medium, the release adds.

With more than 150 million mobile subscribers and over 35 million Internet users in India, marketing through Internet-based services is predicted to be the next wave of growth for companies.