A recent TRAI report revealed that India has 886 million mobile subscribers in the country, transforming India into highly potential market for advertisers and marketers. Now they are realizing the potential of this growing medium and are adapting their communication strategy accordingly. A joint study by Yahoo and Mindshare revealed that 67% prefer mobile advertisements that allow ‘Creative Expression’.
Watblog spoke to Vikram Raichura about VivaConnect and overall Mobile Marketing surge in India over an e-mail interview.
Excerpts from the interview.
Trends in 2014
Instant Gratification service granting free Mobile recharge will be a hot pick in 2014. A super hit service for India’s cost considerate mobile user base.
Augmented Reality (AR) will catch up, as India’s smartphone user base rises to 270+ millions.
Mobile Marketing in India
The medium has evangelized services of calls and sms to deliver myriad solutions of Voting, Sampling, Authentication, Gratification, Promotion, Registration, Feedback, etc.
Speculated to be a billion dollar market in next 2 years in terms of revenue from Voice OBD, Mobile internet, Ad banners, Missed calls, Mobile apps and SMS collectively.
Challenges in Mobile Marketing
Compliance to frequent changing TRAI’s regulation gets quite difficult as multiple services are active at any given point of time.
Customization of services owing to huge and diverse user base in India as its really important for a service to connect with its right Target Group and have higher engagement.
Click here to read the complete interview over Watblog.