Telecom Lead India: Reportlinker.com in October 2011
said the $2 billion mobile advertising industry will witness
significant changes. Two events will transform the industry: the rise of
Google’s Android platform to a position of dominance; and the emergence of Asia as
a key market.
To tap the growing market, Bharti Airtel has entered into
the mobile advertising (m-Advertising) segment, in India with its new mobile
platform for advertisers to reach out to the right audience.
The new platform will equip advertisers to connect with
their potential customers in a targeted and personalized fashion via their
mobile phones.
While the online advertising industry is growing at a CAGR
of 11.4 percent between 2007-12, and will continue to be popular in the
developed world, mobile advertising will gain maximum traction in the emerging
markets of Asia, especially India and China. The key driver
of this growth will be the high rates of mobile penetration in the region.
With this platform, Airtel companies can extend their access
to the rural audience with voice solutions.
The platform is designed to meet all the essential demands
of advertisers such as inventory management, campaign management, reporting and
analytics.
With the mobile advertising market poised to grow by more
than 40 percent over the next few years, Airtel with its technology, scale and
customer intelligence is placed uniquely to leverage this growing medium.
Airtel’s m-advertising platform will enable advertisers to land their message
in a simple, effective manner in an increasingly complex media environment,”
said K Srinivas, president, Consumer Business, Bharti Airtel.
In 2010 the US mobile advertising market size is expected to
be worth $797.6 million and will move closer to Japan (more than $1 billion in
2010) next year, with a forecast of $1.24 billion for 2011 and $5.04 billion
for 2015.
The US has over 300 million active mobile subscriptions, of
which, almost one-third use their mobile phone to browse. Because of the high
number of mobile users, the average mobile advertising campaign spend is
between $75,000 and $100,000, which is much higher than in other countries.
India has more than 900 million users. The new platform will
allow advertisers to use multiple communications outlets and tools such as
mobile internet (WAP), Messaging services and Airtel digital TV to engage their
audiences.
The platform has the capability to deliver massive reach in
a high impact burst which can be delivered in just a few hours using touch
points such as end of call notifications, recharge notifications & Digital
TV guides.
The new service will not only create opportunities for
increasing brand saliency but also conversions using technologies such as
mobile couponing for segments such as youth, upper SEC, smartphone users etc.
Airtel and Axis join hands to assist unbanked with mobile
banking
Recently, Airtel mCommerce Services and Axis Bank inked a
deal for offering mobile banking and payment services to unbanked people in
India. Savings and remittance solutions will be provided to Airtel mobile users
in Delhi and Mumbai on the sending side and Bihar and East UP on the receiving
side.
The $55 billion online advertising industry,
largely dominated by Google, is also poised for a historic battle. While Google
will continue to monopolize the online ad space for some more time, Microsoft
could emerge as a strong contender which may result in a market duopoly in the
long-run.