Mobile marketing in India has yet to take off, despite the large number of calls and messages on our mobile phones every day.
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The bulk messages sent to hundreds of thousands of mobile users in India are not yet yielding fruitful results - merely antagonising two-thirds of the user base to the extent that they switch to another operator.
"We can’t simply bombard the masses with SMSs without personalisation," said Tim Williams, co-founder and executive VP of worldwide sales with Flytxt. An advert which would interest a 16-year-old schoolboy may not work with a 40-year-old businesswoman. Operators need to filter personal details before they disseminate thousands of messages.
Williams told the Examiner, "Sending messages in bulk not only is an expensive method, it also results in customers shifting their service operator. We have to put customers in the centre of attraction."
Mobile marketing will turn out to be an effective marketing tool in India, said Rolf Assev, chief strategy officer for Opera Software. Unlike Americans, who run on tight schedules, the majority of Indians have time to look at their mobile phones, since most of them spend a lot of time standing in long queues in bus and railway stations, "The reason behind the not-so-good graph of mobile marketing in India, is "TTT" - things take time. It will gradually progress, added Assev.
In India one billion messages are sent every day. Advertising, mostly direct response advertising, comprises 10 per cent of the total.
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BY Jayant Mishra in Mumbai
Source：ITEXAMINER.com
Copyright 2008 - ITExaminer.com
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