mobile telecom service is penetrating the customer base in India as never before.The urban market is 80% saturated. the operators are vying to capture the maximum share of the rural market which is only 45 % till now. mobile advertising will go skyrocketing within 3-4 years or so.Advertisement in form of mass awareness will also play a crucial role in enhancing the customer base. targeting customers and then emabarking on a specific bussiness module will help organisations stand out in a this tough competition.Technology and innovation will be call of the day
By
Ritz , Electrical Engineer-Industrial, Mecon Limited
| 09 17 2009 06:09:34 +0000
Mobile Internet ads will work provided it is paid per ad or free balance by the networking service provider intern they are paid by the advertiser. Who has seen 2014 from now definitely people will accept it and use it as tech. is changing very fast and i am sure by that time so called high-end mobile phones will become economic version model, they would be available at the cost of basic phones.
By
Vishal Goel, BDM, Anand Gems and Jewellers
| 08 29 2009 07:18:49 +0000
MArkand, I would like to address two things from your post where you have said about abrupt end of mobile ads since people wont like intrusion. 1. Since the cost of mobile ads is significantly less than FM radios and in some cases print ads also, the companies wont mind some early hiccups. So the cost structure is sustainable even with lesser response. 2. I accept people dont like their mobiles buzzing when in meetings. Also they dont want to get inundated with loads of unnecessary junk in the form of mobile ads. But here is the role of proper database maintenance and target customer profiling will come to use. You as a business person may not like ads about toothpaste, soaps but the chances that you will glance through a technological innovative product (useful for your business) ad is higher. So selective ads can be sent to target segments who may have a greater interest in the product being advertised. This would also mean rationalization of the ad spending and better mapping of advertising spends-revenue generated equation.
By
Abhra Chatterjee, Manager, Idea Cellular Ltd
| 08 28 2009 06:01:12 +0000
There is already a surge of innovative ways to use mobile as a means to advertise. The free sms sites, which bundles your message with an ad, is a good example oh how we ourselves act as surrogates. Consider the case when, just as you are about to enter a mall, you get an alert on the different sales promotions going on in the mall. This is already happening in Kormangala forum mall@ Blore.With the emergence of 3G connection, and the general tendency of people to move into high end mobiles and blackberries, mobile ad campaigns holds a great potential. With the total mobile consumer base at 300 Million, even if 30%, the reach is more than that of FM radio. With PWC, predicting a doubling of growth figure in FM radio ads, there is no reason to believe that mobile ads wont match or surpass radio ads; moreso, because the more intrusive nature of mobile ads (You like it or not you have to see it). But, one of the crucial sucess factors that needs to be kept in mind while making such and advert is how to keep the message crisp, relevant and enticing. People are normally averse to receiving ads on their mobiles; they will accept only when you present a strong biz/personal gain on their face. So you need to: Understand the individual customer segment and send them pointed messages (customised ads would be abetter word). For this, a consisitent and accurate customer database should be maintained which gives a good deal of info on individual customer's taste, needs and choice patterns. Reliance Communication (SMART and CDMA) is doing just that when they are flashing news of their attractive coupons and talk plans.(target needs based on individual customer usage). Again we should refrain from the risk of running too much.
By
Abhra Chatterjee, Manager, Idea Cellular Ltd
| 08 28 2009 04:44:08 +0000
Every quarter millions are subscribing themselves to a mobile connection. People are upgrading their handset every now and then. The way mobile connection is growing, it doesn't leave an iota of doubt in my mind that mobile advertising is gonna be a big one. SMS advertising can be a solution to the sets which don't hv GPRS. Just imagine...you are thinking of buying some stuff in a limited budget and pondering over a solution..suddenly a sms informs you about a sale which you had no clue of...sounds good..isn't it??.. As far as intruding in personal space concern..one can always put an hold on the calls and sms about freebies and offers. moreover solution for the same is fast approaching in the form of invertising i.e. invited advertising, where one will be intimated about the offerings after the invitation for the same is accepted...just think u hv accepted an invitation for advertising for a mall in your city which keeps on conducting intresting events...so as a invited member of advertising it will keep u abreast of wht is gonna happen in the coming weekend in the premise of the mall....feeling like jumping wid d joy...:)... well tht's wht mobile advertising is capable of.... :)
By
Pradeep , Senior Campaign Manager, Jivox Software Private Limited
| 08 27 2009 06:46:36 +0000
Yes. It will peak in India because the mobile internet advertising base is small right now. Think of it as a boy who score 1 out of 100 in a paper in the year 2009. In the year 2014, he gives the exam again and gets 4 marks -- his marks have increased a lot and he has peaked, even though he may still be at the bottom of the class. In other words: mobile internet ad is likely to peak even though it is doubtful if it can compete with TV, Radio, Print, etc.
By
Shahnawaz Islam, PR & Media Relations Manager, National Institute of Smart Governance
| 08 27 2009 06:17:56 +0000
According to me yes mobile internet will go on bboom sooner ,,,,Now leave d ads every1 now cannot leave without social networks,,like facebook n twitter...i also believe tht yes evry1 will dont have a gprs enabled handset but i m not considering d people witout gprs ....because there is so many college guys now want to chat in classroom thru networks n also people will enjoy mobile internet so do i ...i cannot leave without mobile internet
By
Rameez Chinde, Project Engineer, CSS (Computer support systems)
| 08 27 2009 05:50:36 +0000
|
I believe that mobile Internet will definitely peak but to me I dont think that mobile internet ads will work. As it is when a lot of us see ads on tv we switch channels so most people I'm sure would not be too happy having their phones also flooded with ads.Also like mentioned by one of the members each company will be targeting a very small audience. That is bad marketing and sales practise according to me. But when it comes to the internet well I believe it will kick in and really do well as some1 rightly pointed out pple need social networking and so mobile internet will be a hit. But not so with the ads.
By
Ajay Kuruvila, Business Development Executive, Data Software Research Company
| 09 16 2009 09:15:44 +0000
When you set out to advertise in an innovative media do you really think that SP's will sell target specific content only to the brnad / product?? Also, do you have any idea of the costs that will need to be spend to achieve to send these ads to only target specified audience?? Innovative media to be used needs to be inexpensive and has to have a universal (mass) appeal. If out of 1 billion subscribers, your filteration process gives you only on lakh subscribers, will you achieve your objective?? Also, please understand that low end cell phones will not be applicable to such an high end activity so obviously you are already down sizing your taget audiences!!! I am constantly reading and going through hi tech or high end use products on the net and it allows me to bookmark what I need on the laptop itself. I have no use for clogging my cell phone for that at all!! Also what is this media applicable to?? That is the most important question and also what type of ads are we really going to broadcast?? See when you are targetting a direct end user only those brands / products that have the capacity of enticing these end users will need be broadcast. Will it be applicable to Building & Construction material industry?? Will it be applicable to Fasion & Clothing?? Will it be applicable to IT or any other such industry?? In the broader sense, these innovations have in itself very limited scope of having any shelf value, unless the receiver because of being a member of a SP is going to get a 50% off on LCD TV sets!! Cell phones are not specific to any demographic, its the price points and the features that are being bought. Virtually everybody is using a cell today. We are currently the 2nd largest cell phone user country only after China (http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use), so the ads that will be broadcast will need to have a mass appeal otherwise you are not using the said media to its fullest at all.. Over to you Abhra :))
By
Makrand Bhave, Marketing & MICE, WIZCRAFT International
| 08 28 2009 06:36:44 +0000
Mobile Internet ads according to me, personally, is intruding MY PERSONAL SPACE!! Its my cell and I have purchased it and I have the right to deny any approach by any advertisemnt on my cell!! Its not going to work! If a lot of people have an attitude like me... No way. Look any one gets irritated when a cell buzzes or vibrates when you are in a meeting, socially out or you jnust want to be left alone. Most people nowadays switch their cells off during their HOME TIME and then switch it on again during work time. I dont see this going any further than a start and an abrupt end as the responses will not match the spend ... Thanks for the referral Jayant!
By
Makrand Bhave, Marketing & MICE, WIZCRAFT International
| 08 27 2009 06:09:23 +0000
I also agree with Mr. Jayant. People normally like conventional and Internet ads. We can hardly find or can find a small amount of people who like mobile internet ads. In this condition, I don't think there is any possibility of mobile internet ads to dominate.
By
Meena Deshmukh, Product/Brand Manager, Videocon Inds
| 08 26 2009 15:19:36 +0000
|
