In New Delhi: Mobile Marketing has the potential to become the new age value-driver for Indian enterprises, predicts Flytxt in a recent interaction with IT Next.
"The fact is, today, mobile has become the most personal medium to interact with customers and partners. Be it at any level, the medium is capable to create diversified revenue opportunities for all stakeholders," says Thomas Schuster, Co-founder and Senior Vice President - Product and Technology, Flytxt.
"Let's take an example of financial sector. Banks looking for more number of customers for a specific product can directly approach and sell the offering to them. That too with premium discounts and based on the tailor-made need of customer," elaborates Schuster.
"I mean in future a consumer might not need to go to a retailer. And the ease can be further supplemented by the kind of discounts, a company might afford to offer by removing traditional retail medium completely." Schuster adds.
The company has recently announced the launch of its next version of mobile marketing platform, Neon. The platform is intendedto deliver compact marketing system to help mobile operators run closed loop marketing campaigns within minutes, from a single web desktop, without the help of IT specialists.
Neon's entire marketing loop, is said to be comprising of behavioral analytics, segmentation, campaign execution, ROI tracking, reward fulfillment and reward confirmation, and is automated in real time in a single integrated platform.
Flytxt has also informed to build a consulting team to improve on the technology and to assist marketers and IT team of businesses to leverage more from this platform.
According to the industry report released by GSMA and ComScore, Mobile advertising is expected toreach $24 bn by 2013. In India the market is projected at around $25 mn and is expected to witness 100% y-o-y growth in next few years.
India currently boasts to have over 600mn cellular subscribers and hence offers enormous potential for operators and content providers to yield revenues from this stream. With 3G finally set to make its entry in the country, the market is expected to see new and innovative platforms to deliver more value to end users. At present, the concept of mobile marketing is very limited and has not been explored in the real business environment.
The real challenge for enterprises, however, will be to identify the right technology for leveraging the particular platform. The issue, according to the experts is not operational, but strategic one. It will be interesting to see if businesses will see this trend going their way in years ahead.
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