MoMo - October Event Report

November 12th, 2007

The October event of Mobile Monday Mumbai was held around the topic “Permission Marketing Opportunities on Mobile“. More than 100 mobile industry folks from Mumbai, Delhi, Bangalore and Pune participated in the panel and group discussion.

Although still in its infancy, the mobile permission marketing ecosystem is coming together in India. The event saw participants from various constituents of the mobile marketing ecosystem like publishers with pull, push and user-generated inventory, small and big advertisers, intermediaries like ad agencies and ad networks as well as the operators.

Panelists included SMS publishers, which are the equivalent in the mobile world to online publishers i.e. internet websites:
Rajesh Jain of MyTodaySMS.com - a SMS content channels service which is an example of push SMS inventory for ads.
Ajay Vaishnavi of 58888 - a request-reply service which has pull SMS inventory for advertisers.
Sanyog Jain of 160by2.com - a free SMS service, which provides half of SMS as ad space to advertisers.

Vinod Thadani of GroupM takled about the need for SMS publishers to collect profiles of their users so that greater targetting of ads can be provided to advertisers. There was discussion on pricing of SMS ads and how an ads-auction system similar to Google AdSense can create value for publishers and advertisers.

Rajesh Jain presented his ideas around SMS advertising and defined permission as “user in control” of the opt-in/opt-out as well as the mode and time of delivery. He also talked about how companies can use “Invertising” (invited-advertising), in which users choose to receive brand communication as content.

Some of things which are still work-in-progress include whether pay-per-response or pay-per-impression pricing will rule, DNC is still a black-box and not much is known about its impact on permission based SMS advertising, and the key issue of the value add done by operators in SMS advertising. The event concluded with acknowledgment of the potential of SMS advertising, the early adoption of the medium by mainstream advertisers and the need for industry innovators to work together and shape the fledgling mobile permission marketing ecosystem.

Entry Filed under: MoMo Event

22 Comments Add your own

  • 1. James  |  March 14th, 2008 at 1:09 pm

    If relevancy is highly targeted, not only by user’s profiles, but also by their location at the time, the information may be useful for many people. It could serve advertising for businesses in the immediate area of where the person is at the time.

    If the advertising is presented in this way - demographically and geographically, many users will WANT to opt-in, because the ad might actually be useful to them.

  • 2. Rob  |  March 25th, 2008 at 5:50 pm

    In many ways sms servicing is an emerging market, but it just doesnt seem feasible in the long run. As there are much better and effective methods of advertising, perhaps as a niche market it will suceed.

  • 3. Jame Scott  |  March 26th, 2008 at 6:08 pm

    India is one of the most emerging market in the field of mobile technology,and that why most of the leading mobile companies are going to india,specially with 3G technology mobile market has a very good future.

  • 4. jeff turner  |  March 26th, 2008 at 6:09 pm

    This is for sure sms always rocks.

  • 5. Angel  |  March 27th, 2008 at 12:15 pm

    I think In many ways sms servicing is an emerging market, but it just doesnt seem feasible in the long run.

  • 6. karikatur  |  March 27th, 2008 at 8:16 pm

    This is for sure sms always rocks.

  • 7. ED  |  March 30th, 2008 at 10:34 am

    SMS is where it’s at!

  • 8. Wan  |  April 9th, 2008 at 3:32 am

    SMS is a widely use technology today especially in Asia. We have seen many company had turn their conventional business to M-Commerce nowaday.

  • 9. FDA  |  August 23rd, 2008 at 3:04 pm

    I believe SMS will be the next biggest thing in North America

  • 10. Anand  |  September 2nd, 2008 at 1:07 pm

    Yes SMS is the largely use today many free sms site provide free sms to all over the india. I am the webmaster of free SMS sending to all over the world. first you need simple registration process after than you can send free bulk sms to any networks
    Mobile Sender

  • 11. bodrum otel  |  September 26th, 2008 at 3:32 pm

    It could serve advertising for businesses in the immediate area of where the person is at the time. sms always rocks

  • 12. ahmet kaya  |  September 28th, 2008 at 4:02 am

    If the advertising is presented in this way - demographically and geographically, many users will want to opt-in, because the ad might actually be useful to them.

  • 13. ingilizce türkçe sözlük  |  September 28th, 2008 at 2:25 pm

    i have not see ant free SMS site. but SMS advertisement is discomfort for telephone ownership.

  • 14. media football  |  September 30th, 2008 at 1:43 pm

    I believe SMS will be the next biggest thing in East to OFT.

  • 15. provacyl  |  October 6th, 2008 at 8:30 pm

    As there are much better and effective methods of advertising, perhaps as a niche market it will suceed.

  • 16. hemen çevir  |  November 18th, 2008 at 7:31 pm

    This is for sure sms always rocks.

  • 17. politik mizah  |  November 30th, 2008 at 1:43 am

    thanks for articles

  • 18. vpxl  |  December 6th, 2008 at 10:30 am

    Hi. I think In many ways sms servicing is an emerging market, but it just doesnt seem feasible in the long run.

  • 19. Bulk SMS  |  January 31st, 2009 at 11:33 am

    To get Bulk SMS and Short Code Services in over 182 countries worldwide visit http://sms.globalbulksms.com/ & http://globalwebsms.com/

  • 20. generic  |  March 7th, 2009 at 4:50 am

    I am the webmaster of free SMS sending to all over the world. first you need simple registration process after than you can send free bulk sms to any networks

  • 21. unlimited zune downloads&hellip  |  March 24th, 2009 at 11:30 pm

    unlimited zune downloads

    Which are the top albums? Any idea?

  • 22. Levitra  |  March 31st, 2009 at 4:22 am

    Agreed 3G technology mobile market is booming in India this is also why most big companies outsource to India

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