Mobile TeleSystems tied up with Google for a voice command mobile internet service in Russia

Russia's Mobile TeleSystems (MTS) partnered with Google to improve its mobile internet service. The deal will highlight Google Now voice search, advertising and promoting it on MTS outlets. The voice command app would be pre-installed on Android devices available on MTS retail chains.

MTS, the largest network provider in Russia on Thursday announces its partnership with Google to develop its mobile internet service via Google Now, the Economic Times reported.

The deal implies MTS to feature Google Now voice search on Android smartphones including advertising campaigns and promos in the retail chain. The Android app will be pre-installed on smartphones sold in MTS stores as well. In turn, MTS will acquire a share of Google's advertising profit in the country.

"MTS will share with Google the cost of mobile Internet promotion and get money from Google's search services under a revenue-sharing scheme," said a representative from MTS.

"We believe that only close cooperation between operators and Internet companies will lead to an efficient and dynamic development of telecommunications," MTS VP for Marketing Vasyl Latsanych said in a news from Tech Times.

Latsanych bears out this move would benefit subscribers as Google's Android OS is the most popular in Russia, conveying an advanced search option and robust transmission service that will lead to a more convenient mobile internet experience.

Through the use of Google Now voice search, subscribers could send messages, make calls and surf the internet. A voice command 'OK Google' would activate the app.

According to the Light Reading, around 70% of devices in Russia are powered by Android operating system. With 4422 outlets, MTS has built up a strong stance in the mobile retail industry. In fact, the network provider claims 64% of phone sales were from MTS stores.

Moreover, MTS has data traffic revenues of $570M in six months of this year only. The increasing number of mobile data service usage has a huge influence on MTS sales in spite of economic chaos in Russia.

On the surface, it appears that it would be better for Google to share advertising revenue with local operators which understands the Russian market more than them.