2013 growth drivers in Indian telecom market

The real-action starts now for the Indian telecom industry at the onset of new financial year. Amidst the scams and licensing issues, India is still one of the fastest growing telecom markets. The growth is driven by increased adoption of mobile phones and seamless rural connectivity. There is still ample space for growth left in the market, before moving to maturity and consolidation efforts.

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Big Data Driven Mobile Marketing Trends 2013: Mobile Operator’s perspective

2013 is generally being considered as the ‘Big Action’ year after all these years of ‘Big Hype’ when it comes to putting ‘Big Data’ to practice. Mobile operators are too frowning at this fast sweeping global phenomenon with deep interest trying to adopt it and leverage it to their advantage. With the establishment of a global 50+ billion connected society, mobile internet usage surpassing desktop internet, and mobile commerce market expected to exceed 30 billion by 2016; Big Data is pouring in at a rate operators have never witnessed before. 2013 will witness many interesting initiatives from operators in leveraging Big Data available with them for creating value for their consumers. Let us have a look at some of them.

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The Mobile Opportunity of Africa

With rapid advancement and ubiquity of mobile technology, the applications of mobile devices have become pervasive across all avenues of our daily lives from healthcare, financial services, travel and leisure, media and entertainment to government services, social networking and news dissemination and so on. It presents unprecedented opportunity for all businesses, big or small to tap into this medium and engage consumers in the most personalized manner. Among all markets for mobile, Africa presents a unique opportunity for mobile advertising with a vast majority of its 649 million subscribers having mobile as their only source of information, only source of entertainment, only source of banking, only means to connect and only means to socialize. They have completely skipped the phase of advertising evolution via traditional media which makes them much more receptive to content on mobile. Roughly 11.5% of African population has some form of access to internet of which less than 1% has broadband access . The only means to reach majority of African consumers therefore is with mobile phone which has a penetration of 41% and is fast growing.
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There is need to understand misconceptions about telco campaign management-Expert

The relationship a telecom service provider shares with a mobile subscriber is unique. Perhaps there are very few other entities that connect and communicate with its customer directly, regularly and also share a monetary relationship with them. In a prepaid majority telecom market this relationship is not to be taken for granted as the consumer is free to choose any service provider with a better service, plan or incentive at any point of time. So, how does a mobile operator ensure that its customer is still its customer? How would the mobile subscriber know what new services are available, what offers he/she is eligible for? Answer to these questions is campaign management.
Mobile operators connect to their subscribers via campaign management across multiple channels to achieve various strategic and tactical business objectives. Since they own the mobile media, they connect and communicate with the subscriber more frequently on mobile. However, with a medium as important as mobile, there are some misconceptions held by marketers in mobile operators about campaign management approach, process and technology. Therefore, it is essential to understand and clear these misconceptions for an impactful and effective campaign management.
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There is need to understand misconceptions about telco campaign management-Expert

The relationship a telecom service provider shares with a mobile subscriber is unique. Perhaps there are very few other entities that connect and communicate with its customer directly, regularly and also share a monetary relationship with them. In a prepaid majority telecom market this relationship is not to be taken for granted as the consumer is free to choose any service provider with a better service, plan or incentive at any point of time. So, how does a mobile operator ensure that its customer is still its customer? How would the mobile subscriber know what new services are available, what offers he/she is eligible for? Answer to these questions is campaign management. Read More

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The Mobile Opportunity of Africa

With rapid advancement and ubiquity of mobile technology, the applications of mobile devices have become pervasive across all avenues of our daily lives from healthcare, financial services, travel and leisure, media and entertainment to government services, social networking and news dissemination and so on. It presents unprecedented opportunity for all businesses, big or small to tap into this medium and engage consumers in the most personalized manner. Among all markets for mobile, Africa presents a unique opportunity for mobile advertising with a vast majority of its 649 million subscribers having mobile as their only source of information, only source of entertainment, only source of banking, only means to connect and only means to socialize. They have completely skipped the phase of advertising evolution via traditional media which makes them much more receptive to content on mobile. Roughly 11.5% of African population has some form of access to internet of which less than 1% has broadband access . The only means to reach majority of African consumers therefore is with mobile phone which has a penetration of 41% and is fast growing.

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Are Operators Addressing Subscriber Intent?

By Hetarth Patel, Vice President, Sales, Flytxt
Originally appeared in Telecom Tiger
Intent marketing in a mobile operator scenario is about reviving the purchase intent of a mobile subscriber who has earlier attempted to purchase a product or a service without enough prepaid balance. Presenting his views Hetarth Patel, VP Sales, Flytxt says that Its objective is to Identify lost opportunity due to temporary (timely) lack of balance or qualifications, and resurrect such opportunity by sending timely offers to subscriber once the balance is available and/or qualification criteria is met. It is estimated that on an average about 60% of those subscription transactions from mobile users online fail due to lack of enough pre-paid balance. The volume of failed transactions is so high that it makes a certain case for mobile operator’s to invest in Intent Marketing.

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Is the threat of OTT encroachment on SMS Revenue real?

By Abhay Doshi, Sr. Director- Marketing, Flytxt

Originally appeared in Telecom Tiger

It would not be exaggeration to say that SMS is the most prolific applications a mobile phone user has ever seen. Since the adoption of SMS messaging in early 90’s, it has come a long way. In 2010 alone, around 6.1 trillion SMS messages were sent across the world – about 2 Lakh messages every second[i]. We are yet to see the actual numbers of 2011, but it was estimated to be around 8 trillion. The astounding growth of the medium can be attributed to its simplicity and the fact that it is supported by majority of handsets. Read More

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Evolution from internet to mobile internet – A marketer’s perspective

When traditional media gave way to digital media advertising, marketers were offered with newer avenues to engage with the customers. Digital media thus emerged as the most influential modes of advertising considering the reach and measurability. Online ads, display banners, e-mailers and websites emerged to pop up to the consumer at every possible keyword search. Bulk sized machines gave way to laptops and then palmtops, but with the accessibility of internet on mobiles; mobile internet has created windows of opportunities for the brands and operators alike. Read More

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Ingredients for a mobile revolution

Having discussed about the evolution from digital to the mobile advertising space let’s throw some light on the future trigger factors which caused or will cause mobile advertising to evolve, mature and grow further.

  1. Legal issues: When mobile as a advertising channel started making rounds, SMS acted as a prime channel. And then legal regulatory bodies got into action to ensure that all is done under its defined rules, this almost killed SMS as a legal advertising medium.
  2. Mobile Internet: With growing popularity of smart phones and availability of faster data transfer (3G), we are experiencing next wave of mobile advertising medium which is ‘Mobile Internet advertising’. This is more or less very similar to internet advertising.
  3. Dedicated OS: Smart phones growth triggered the war of standardizing operating system which further evolved into creating dedicated app stores to provide something extra to consumer. Then came phase of providing apps for free. This created opportunities for app developers to monetize the app using ads.
  4. Real time Personalization: Another trigger for mobile advertising to grow exponentially is personalization of ads in near real time. Ads will be more targeted to individual users, enabling everything from the banner creative to the frequency of contact etc determined in real time.

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