Facebook partners with VivaConnect to scale-up its Missed Call Ad Unit business

Facebook had launched a missed call ad unit business specifically for the feature phone-heavy Indian market. To scale-up its reach across mobile devices, Facebook has partnered with VivaConnect.

This Missed Call Advertisement-based initiative is Facebook’s first foray into using primary feature of a mobile phone (i.e a missed call, voice call or SMS service), aimed specifically at helping advertisers reach their consumers in developing markets. India is quickly catching up to the US, Facebook’s biggest market. Last April, Facebook crossed the ‘100 million users’ milestone in India. Around 66% Indians access Facebook on mobile devices of feature phone segment and over 95% of India’s mobile subscriber base has a Prepaid connection.

Moreover, this is a market in which ‘giving someone a missed call’ is common, both in terms of practice and parlance. Overseas, people typically say, ‘I missed your call’; but here, a ‘missed call’ is something one deliberately places. Team Facebook is optimistic that the new Missed Call Ad format will bolster advertising on Facebook, through the mobile device, in India.

Maxine Schlein, Product Marketing Manager, Emerging markets at Facebook, says, “Consumer behavior in high-growth markets is changing very rapidly and we are poised to respond to that as quickly as possible. We see brands delivering useful and entertaining content like sports scores, news, or celebrity messages that people find valuable enough to take the time to listen to and interact with. There is also a good tie-in for direct response advertisers who can use the missed call unit as lead generation, where a person is essentially raising their hand and expressing interest in a good or service.”

Missed Call
Michelin India’s advertisement campaign over Facebook with call to action over Missed Call. An easy connect with brand for users accessing the site over mobile phone.

How it works: In addition to the regular Facebook Ads, the Missed Call Ad Unit has a ‘Missed Call’ button. As users click on ‘Missed Call’ button, they are automatically taken to the dialing screen that features the telephone number. As they initiate the call its automatically disconnected after two rings. In response they promptly receive a call back or an SMS delivering interactive content such as music, cricket scores, celebrity messages or simply a brand message from the advertiser.

In this Ad unit, the easily available user’s ‘social data’ on their respective Facebook pages, will help brands to fine tune the way they target and communicate with people. Moreover, mobile access will allow for effective re-targeting of consumers and personalizing the content.

Vikram Raichura, Managing director, VivaConnect, says, “Facebook has been a hot trend over mobile in India and so have been missed call services. Together, they would be a perfect solution for delivering an enhanced brand experience over mobile. Missed calls offer an instant way to spark conversations.”

VivaConnect connects brands and their consumers through innovative mobile marketing services. The company holds over 30 million interactions in a single day through services of Voice call, Missed Call, SMS, Email and Mobile Apps.

Featured over Afaqs and Media Avataar.

Growing beyond conventional mobile marketing company

Bharatesh Salian01 (copy)Bharatesh Salian (Chief Strategy Officer – VivaConnect), talks to DIGITAL TERMINAL on this latest marketing trend and shares his strategies for further growth.

How do you see the growth of Indian mobile marketing Industry?
India has over 154 million smart phone users out of which about 86 million users enjoy internet access over their mobile phone. With this exponential growth in smart phone market, mobile app industry is likely to grow fourfold into a whooping Rs. 3,800 crore industry by 2016.

Augmented Reality (AR) concepts will have higher takers among TIER 1 & TIER 2 cities, enabling Brands and Enterprises to process even more of interactive content right over mobile screens building fruitful engagement. Last year even brought amazing shift of E-commerce to m-commerce, which is expected to promote m-wallet initiatives in next 2 years.

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What are the major challenges vendors has to face in the industry?
Since Mobile marketing is relatively new addition to traditional marketing vehicles, it’s still to get a significant share in overall marketing budget. Opting for mobile marketing services requires a certain level of technical expertise to understand the possibilities it can create. Industry is yet to learn that mobile marketing generates higher ROI and has more benefits than other marketing vehicles.

Secondly, The overall Tele-density of our country had notched 74.02% by 2013, yet flip-flopping Telecom regulations and policies have adversely affected the rapidly changing market conditions, also slackening growth of data services. Thus engaging population over data services is still a major challenge.

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What are the services and solution you offer to Indian customer?
VivaConnect is a creative Mobile Marketing Company having India’s LARGEST infrastructure for Voice and Missed Call Services. We ideate solutions for Brands & Enterprises over missed calls, sms, email, mobile apps and voice platform.

Our solutions are often a combination of more than one service, for instance, consider Missed call Bank account balance check service. As and when a bank customer gives a missed call to check his bank account balance, he receives a prompt reply over sms furnishing his up-to-date account details. Saving him time, hassle and money (It’s a free service for end-user).

In that manner, we finely tune mobile services to match clients objective and mobile using habit of their intended group. So basically services of sms, mobile app & voice stay at the core, as we weave an engaging brand experience around it. Most of our solutions build an engagement at ‘zero cost’ for the end-user and are great for authenticating, registrations, activation/deactivation, voting, polling, sampling, gratification and more.

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Which are the verticals you serve?
We gladly serve Brands, Enterprises and Media, actually numerous entities from all walks of the industry. That’s the absolute beauty of offering mobile marketing solutions, they are useful to every communication taking between brands and the consumer.

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What are your marketing strategies? How you are working to promote your services in India?
There’s active discussion and sharing of insights of mobile marketing over social media platforms as Twitter, Facebook and LinkedIn. We have occasional press releases and publish articles encircling mobile marketing industry over online media. Then there’s regular post over our company’s blog and a monthly newsletter.

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Tell us about some of your leading clients.
We are extremely proud to have some of leading names from the industry as our esteemed clients.The list includes Central Bank of India, ICICI Bank, Kotak Mahindra, Reliance, Sharekhan, Vijaya Bank from BFSI sector. We offer services to Doordarshan, Sony Television, Life OK and Zee Entertainment from Television industry. We are also associated with LUX, Ponds and a few brands under Hindustan Unilever (HUL) Limited and BIG 92.7 FM among the radio network.

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What are your future plans in terms of new market or new solution?
We believe in constant evolution and hence have grown much beyond being a company that just provides mobile marketing services, we foster innovation.

We’re honoring path breaking concepts and fresh ideas that project a potential to materialize as services. The brilliant minds bring such concepts to table are not only rewarded with monetary rewards, they will also be taken further to grant profit-sharing initiatives and launching of a company.

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As posted by DT News Network on September, 03, 2014 – ‘VivaConnect Believes in Constant Evolution and Grown Much Beyond Being A Company’

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Plan is to Incubate great Idea’s

In an online interview conducted by VARIndia, Mr. Vikram Raichura (Managing Director, VivaConnect) expresses about his company’s offerings, clients, future plans and its welcoming great ideas and turning them into business opportunities. Here follows the feature from VARIndia Online edition.

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With millions of mobile phone users in India, numerous small and big brands are making use of mobile marketing as a powerful alternative to the existing modes of advertising and connecting with their consumers as it allows more targeted advertisement, which in return, saves money and time for both the company and the consumer. VivaConnect is one such creative mobile marketing company which is having India’s largest infrastructure for Voice and Missed Call Services. Its tailor-made solutions for Brands and Enterprises are offered over missed calls, SMSes, e-mails, mobile apps and voice platforms. VivaConnect’s solutions are an elegant blend of above said mobile services, which are fine-tuned to match client’s objective and the mobile using habit of their intended target group.

VivaConnect revolutionizing the Indian Mobile Marketing space…

We always had a special knack for pushing possibilities of mobile marketing services in India. In 2013, we launched “LiveTalk” – a service for audio broadcasting live events over a phone call. It was developed in conjunction with the Bharatiya Janata Party (BJP). LiveTalk powered up live audio broadcast of 430 public rallies held by BJP during the pre-election campaigning. Over a lakh Indian callers spanning from length and breadth of the country enjoyed a real-time connect with rallies easily over their mobile.

We launched DONE Solutions Pvt. Ltd, a platform crafted exclusively for food and beverage industry to manage orders over call, web and mobile and offer a “Happy Ordering” experience for both owners and customers alike. Currently, DONE is connecting customers of Naturals Ice-Cream (Juhu), Wok In the Box, Sandwizzaa, Cheelizza, Box8, MD’s Pizza, Hangla’s and Juno’s Pizza in the Mumbai circuit, to name a few.

Then, with regard to another product – MORE , we launched an easy and instant gratification service that offers free mobile talk-time refills as an instant reward scheme in return of an engagement with brand over mobile. Hence, customers get instant redemption’s without any waiting or hassle right over their mobile.

VivaConnect’s leading clientele in India…
Our clientele can be distinguished broadly as campaign oriented clients and perennial clients. Most of the FMCG brands, Entertainment and Media houses fit in the former segment, while Enterprise clients fall in the latter one.

VivaConnect extends its services to the Central Bank of India, ICICI Bank, Kotak, Reliance, Sharekhan, Vijaya Bank among the BFSI sector. Among the television network, it has Doordarshan, Sony Television Network and Zee Entertainment Ltd. From consumer brands, VivaConnect is offering its services to LUX, Ponds and some brands under Hindustan Unilever (HUL) Limited.

Your competitors in India…
Since VivaConnect covers the entire spectrum of mobile services spanning missed calls, toll-free service, SMS, email, mobile apps and voice platform, we don’t have a single company as a direct competitor to us. Yet, our individual services do face competition from other mobile marketing service providers.

Plans ahead…
Towards the last quarter of 2014, VivaConnect has a plan to expand in the global markets with innovative mobile marketing initiatives.

There are plenty of great ideas that come from our employees, other small start-ups and emerging companies, awaiting an opportunity and support in terms of capital and infrastructure. We plan to encourage such ideas and propel their growth. You’ll surely hear about it from us soon.

Here’s the online feature : VAR India August 2014 Edition

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Mobile Marketing & Social Media – A Seamless Integration

As India gets its newest Prime Minister post the most epic electoral battle, Digital Media was seen on front run throughout the campaigning. Social media has grown exponentially strong over past 2 years. We all have experienced a firsthand dose to its immense power of reach. Over 33 million Indians are on twitter, 62 million Indians access Facebook on their mobile phones and more than 100 million Indians enjoy Internet.

Social media happens on Mobile
65% of time spent on social media happens over mobile for posting photos, using maps, playing games, sharing, blogging, etc. that’s exactly where opportunity lies for businesses to thrive. Needless to say Mobile marketing is the key to unlock this potential reach.

Let’s get one thing clear, Mobile marketing is not about selling your products but it’s about giving an experience. It’s about understanding the psyche of consumers and then engaging them smartly. One of the best experience that it offers is the quickest ‘call to action’. Nobody likes complex things, absolutely not if they are new to your product (Brand). So make it absolutely easier for them to engage with you.

Missed calls to download apps
Let’s say you have a mobile app that needs higher downloads, so why not save users the hassle of searching your app in the app store and instead give out a missed call number to download it. All they need to do is give a missed call to receive a download link via SMS, one tap and Voila!

One click/tap connects a call
When it comes to customer support, nothing beats a voice call experience. So create easy access points over banners & web pages using ‘Click-2-Call’ services. As & whenever one desires for any support or help, they can enter their mobile number at this access point & hit go to receive a phone call in return, thus establishing a connect between consumer & your customer support. Pretty simple ain’t it?

Mobile service are super easy
Mobile marketing services are amazing for registrations, coupons, voting, validation and authentication through ‘Click-2-Missed Call’ services. Integrate it by placing web ads & icons in a way that when accessed from mobile phones it will allow users to trigger a missed call without entering the number manually. Their action can be easily acknowledged over a SMS.

Don’t sell, offer an experience!
Mobile devices have changed the way we consume all sorts of online content and Mobile marketing has a lot in offering to ease the connect between brands and its consumers. It’s inevitable, and as we said earlier it’s not about selling the product but it’s about offering an experience.

 

Curious to know more?
Lets discus the possibilities for your brand..

Say Hi to us at bina@vivaconnect.co

 

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Business World Talks to Vikram Raichura

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Having a strong affinity for Mobile & Technology, this charismatic leader made on his own through the venture that many cited as ‘won’t last long’.  Choosing a path apart from his lineage of sari merchants, he entered the domain of mobile marketing.

12 years down the line, his venture has grown into a private limited company with an impressive clientele featuring names as Central Bank of India, Saraswat Bank, Zee Entertainment Enterprise Limited and many more.

Business World talks to Vikram Raichura (Managing Director), VivaConnect over his take on Mobile Marketing in India and the way his products and services establish a connect between brands and their customers, over Mobile.

Link between Brands, Missed Calls & Creative Campaigns

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Right mobile marketing move can elevate a brand just the way ‘Daag acche hain’ campaign did for Surf excel, positioning it a class apart from crowd of washing powders. They distinguished themselves smartly. When all were talking about clean clothes, they said stains are great and let kids enjoy their childhood!  (Kudos to those amazing copywriters & creative agency).

Brands can take such innovative campaigns over mobile. Say with a toll-free number where mothers or for that sake even the fathers can call and let the brand know how they let their young one’s enjoy.

People love talking about their kids and how amazing they are. Brands can surely expect a thunderstorm of calls and garner massive engagement through such campaigns.

The bottom line is, People love brands who listen to them eagerly and listening happens great over Mobile!

States Vikram Raichura (Managing Director), as he talks to TelecomDrive.com about the importance of Mobile Marketing for Brands and how they can extend their innovative concepts over Mobile.

Checkout the full article here.

90, 70, 80 .. Its a number game with Mobile Marketing

Businesses are rapidly taking their products and services to virtual markets of Mobile, and why not? it makes the sale!

Mobile has aided online trade and has emerged as a strong market place for every segment of product in India too, then be it FMCG, Automobiles, Life Insurance or Entertainment. It has been highly successful in engaging masses and increasing the sale.

While it continues to do so, we take you beyond the intricate technology and show why it’s such a great medium.

90 percent of text messages get read within 3 minutes of delivery. (Source: ImpigeMobileStrategy.com)
A Buzz!! Buzz!!  of an sms and you can’t hold yourself back from seeing whose message is it. Isn’t it?

Brands using SMS successfully reach 95 percent of smart phone and non-smart phone users. (Source: GoMoNews.com)
No matter how popular social networking and chatting apps get, sms will never lose its charm.

Mobile performs 4-5x better than online ads (Source: Neilson Study, 2012)
Considering for key metrics such as brand favorability, awareness and purchase intent.

70 percent of mobile searches lead to action within one hour. (Source: MobileMarketer.com)
Everything’s super quick with mobile, search, find and off you go, whereas It takes a full month for the same percentage of desktop users to catch up.

Mobile coupons receive 10x higher redemption rates than print coupons. (Source: GoMobileBook.com)
Now you’ve exchanged the code from your m-coupon for discounts at Movie Theatre, Ordering Pizza and that lovely top and pair of jeans, haven’t you?