Sunday, September 21, 2008

‘Mobile marketing to be worth Rs 1,000 crore in next two years’

Rajesh Jain, Managing Director, Netcore Solutions, said that mobile marketing would be a much bigger opportunity in the next two years than the Internet has been in the past 10 years, Mobile marketing will be worth Rs 1,000 crore in the next two years, he said, speaking at Mobile Conversations 2008, a conference organised by afaqs! in Mumbai on Friday.

The first session of Mobile Conversations focused on the possibilities in mobile marketing – how SMS, voice, gaming and mobile Internet can be used innovatively by advertisers and the possibilities they offer for a marketing campaign, reports Kapil Ohri of afaqs..

The session moderator, Sandeep Singh, Co-founder and Business Director, Quasar Media, started the discussion by asking a question: “There are more than 280 million mobile subscribers in India, but how many of them can be reached through mobile advertising?”

Sanyog Jain, COO, SMS Country, said that around 70-75 crore SMSes were being sent out every month, considering those sent by providers such as MyToday, SMSGupshup and 160by2. These SMSes could be used by advertisers for mobile marketing. In terms of subscribers, 2-2.5 crore mobile subscribers could be reached over a period of two to three weeks.

Rajiv Hiranandani, Co-founder and Global Head, Revenues, Mobile2Win, said that according to market research firm Synovate’s latest estimates, 55-60 per cent of the total consumer base in India can be reached through SMS and voice advertising. For WAP advertising, there are around 135 million potential consumers in India. However, of these, only 13-16 million are active users of mobile Internet and can accept advertising on this medium.

Debraj Tripathy, Head, Mobile Marketing, OnMobile, said that mobile operators were keen and open to using mobile advertising, but their basic concern was how consumers would react to receiving ads on their mobiles. According to him, this concern needs to be addressed by operators, advertisers and value-added service providers as well.

Narasimha Suresh, CEO, TELiBrahma Convergent Communications, said, "Advertisers should not use mobile marketing just to deliver ads or mobile coupons, but to engage consumers with the brand."


Post a Comment

<< Home