India: A Laboratory For Mobile Marketing
With one of the fastest growing mobile telephone markets and an installed base of the most current infrastructure technology, India is in a powerful position to develop innovative mobile marketing strategies and practices. Currently other markets in South East Asia are leaders in this field but the sheer volume of the Indian market will cause these other markets to lose significance. Furthermore, mobile marketing is particularly attractive in India because PC ownership remains low, which creates the need for an alternative interactive medium. Mobile advertising can fill this need by providing interactivity in a way not available with TV or print.
Currently India has a robust market in rich media mobile content and value added service providers that can be deployed to local audiences. The combination of the technological capacity and market size means there is an opportunity to implement varied business and use models. As a result it is likely that India will be a leader in shaping the face of the industry. India will likely demonstrate the possibilities in combining mobile advertising with interactive media and live customer service. The situation in India is in sharp contrast to that of the U.S. where mobile advertising is uncommon and undeveloped. Therefore, it is likely that the U.S. will look to India for guidance in this industry.
Roman Kilun is a Research Analyst at DMO Global, Inc., a leading affiliate network solely dedicated to serving international and multicultural markets. Roman, a native born of Uzbekistan, is fluent in Russian and Spanish and focuses on emerging markets throughout the world. If you have any questions about online advertising opportunities in these markets or in the online marketing space, please contact Roman Kilun at the address set forth below. DMO Global, Inc. is a wholly owned subsidiary of Dragon Media Online, Inc., an international media and technology company.
