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.

Read More

Posted in Authored | Tagged | Leave a comment

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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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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Leveraging Mobile Marketing for Your Business

Mobile is fast gaining popularity as an effective marketing channel especially in Asia which accounts for almost 50 per cent of all the mobile phones in the world.

As mobile devices are highly personal, they enable brands and marketers to directly connect with the consumers. Of course, the brands need to be careful to build up a rich opt-in and CRM database of the target market to benefit from this and ensure a high ROI for the marketing efforts.
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