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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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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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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Users more Receptive to Mobile Ads when Incentivized

When it comes to advertisements on mobile, incentives score high as the reason for receiving them for mobile phone users. According to a recent online survey conducted by Flytxt, 63 % respondents said they will opt for advertisements on mobile if they get some kind of reward or perk in exchange for it. Moreover, the preference on rewards is unambiguously pronounced with 58% of the people surveyed looking for incentives in terms of free talk time or SMS over discounts and freebees. Read More

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Right place at the right time

Consider a scenario where you have recently moved into a new location alien in terms of geography, culture and the worse – a language that can never tame your tongue. For the benefit of the techno-geeks, the smart and sleek gadget which constantly ‘mobiles’ wherever you go has evolved to a new form of search device.

Mobile search is an option which has the potential to be utilized extensively by brands and mobile operators alike. The outlet/product or service of concern will be positioned on the map (Google maps for example) and the brand is to pay for the same. “Mobile search, which includes paid positioning on maps and various forms of augmented reality, all of which can be informed by location, will spearhead mobile ad spending,” says Ms. Stephanie, Research Director at Gartner. Read More

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Mobile media going social?

Engagement and conversations with a prospective consumer is what every marketer shall vouch for. Social media tools takes a brand a step closer to the user, connecting to them at every possible touch point. With hundreds of ‘smarter’ phones being launched everyday, brands and marketers are to realize the importance of this so called ‘social connection’ to break the physical and virtual barriers and merge all channels of communication.

Like, follow and update. With most people being on the go, mobile has emerged as the most sought after medium for instant access and updates. The galaxy model launched by Motor with the ‘social hub’ feature which allows the integration of facebook, twitter messages aggregated on to a single domain.  Operators ensuring the presence of network tower at every nook, mobile internet users are able to connect to the virtual world on their mobile/cell phone without the burden of heavy laptops – to the world with 3787 friends and 423 networks. Read More

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Why “End to End” mobile campaign management technology is not really “End to End”?

If I have to be honest, in mobile marketing technology providers space, “End to End” is the most frivolously and inaccurately used phrase! Every player who has the capability to send a message calls themselves an “End to End” mobile marketing technology provider. But we have to understand that mobile campaign management is neither about sending the message, nor about the channel of communication! It is about engaging the customer and driving them towards desired behavior. Only technologies which have comprehensive features that engage subscribers and make them respond to the marketers call to action are truly “End to End”
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