Who would gain from it? This would have brought additional revenue for the telecom operators. By entering into a partnership, the telecom operators would provide preferential access to the website or application of the provider and, in turn, generate revenue from them.
For the website owner or application provider, this provides them access to millions of customers of the telecom operator, thereby leading to a pick-up in their number of transactions, and ultimately lifting their valuation. Telecom operators argue that they spend a lot on buying spectrum and building infrastructure, but new applications dent their SMS or call revenues. This is just an additional way for them to monetise the access they can provide. (AP)