What is the potential of mobile marketing in India?
Mobile marketing is currently the most under-leveraged marketing medium in our country. There is no other channel of communication which offers marketers a combination of high market penetration (equivalent to TV), interactivity and addressability.
The recently released Draft New Telecom Policy clearly states that right to telecom and broadband connectivity is a basic necessity, and overall we see mobile marketing benefiting from such policies.
What are the biggest challenges before the company in India?
One of the biggest challenges we and our industry faces is to be able to swing budgetary decisions as fast as we want to in favour of mobile. The good news is that most of who we talk to get it; however we understand that changing marketing strategies take time and we often have to wait for an entire planning cycle to get decisions our way. Having said that, it’s true that the change is accelerating and that’s an encouraging sign.
What are your company?s plans in the Indian telecom space?
We have a stream of new products that we are planning to roll out in India. One of these products is centred on the mobile web.
We currently run some of the most highly accessed mobile sites in the world, and we plan to offer the same platform to Indian clients. We’re also planning to roll out some exciting upgrades to our mobile couponing platform which we run across brands and telecom operators.
