The scope for Mobile Marketing in India
Some basic facts about mobile industry in India
Right now, more than 8 million people are using mobile phones in India. In all Indian states, the growth of mobile phones has exceeded the growth of fixed lines, while the use of text messages is growing exponentially. Mobile operators will provide an estimated 45 per cent of additional telephone connections during the year. Cellular subscribers are expected to grow 80 per cent by the end of financial year 2003 to touch 1.15 crore. Cellular telephones would account for 20.5 per cent of the total telephone connections in India compared to 14.4 per cent last year. However, the cellular density would still remain a low 1.1 per cent compared to the fixed teledensity of 4.3 per cent.
Factors that make mobile marketing lucrative
»Direct
»Personalized
»Targeted
»Interactive
» 24hours a day, 7 days a week
Companies with a market demographic that's a close fit with those of today's wireless devices would definitely consider wireless marketing and advertising. Wireless advertising may already be a good fit for marketers looking to reach a tech-savvy, professional, upscale, and predominantly youth market. People will do anything to get through to that critical 15-24 demographic.
And then there's SMS, which is virtually an open front door to the mobile-owning population online. Growing number of companies that want to target the dangerously fickle 'youth' market have learnt the hard way that young people don't click banner ads. Of course, while the consensus appears to be these days that no one clicks banner ads, the news on the SMS front appears to be positively uplifting.
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