Airtel’s Mobile Advertising Platform: Facts & Features

Bharti Airtel, India’s largest telecom operator has now launched a mobile advertising platform. Below are certain facts and features regarding the platform

• Airtel’s Mobile Advertising platform will allow advertisers to manage their campaigns, share reporting and analytics.
• Airtel’s mobile advertising platform covers mobile internet (WAP), “messaging services” and Airtel digital TV
• The mobile advertising platform by Airtel will provide for massive, high impact advertising burst which can be delivered in just a few hours using touch points such as end of call notifications, recharge notifications & Digital TV guides.
• Advertisers on this mobile advertising platform can use its platform for accessing a rural audience with voice solutions.

Airtel’s competitive advantage in the mobile advertising business

• Telecom operators like Airtel have big data, and substantive amount of consumer information, including location and roaming information, demographic data, mobile calling patterns, content usage information (Internet access and VAS), devices (smartphones and feature phones). This allows them to offer “targeted and personalized” advertising
• Airtel will have wide variety of inventory for advertising: WAP, end of call notifications, recharge notifications and Digital TV guides, and messaging and voice.
• In January 2012, Airtel had outsourced its advertising inventory management to Mogae Media, allowing the company to sell advertising space on mobile, DTH and broadband services, as well as manage special offers, discounts and freebies for its mobile commerce business on a revenue sharing basis.

Competitive developments in Mobile Advertising space:

• In April 2012, Ozone Media had entered the mobile advertising segment by signing a deal with Times Internet Limited (Indiatimes*) as their exclusive sales partners for IPL 2012 WAP, Android and Blackberry Applications.
• InMobi turned its focus back to India
• Mobile marketing company Celltick had launched its Indian operations in November last year
• Netcore had acquired the mobile marketing company Ravience in October 2012.
• Affle, VServ.mobi, Komli, Blyk, and Flytxt are other competitive players

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