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The Economic Times
Mobile Marketing Summit - 2008
Event Summary

Event Summary | Press Coverage | Speakers | Sponsors & Partners

In a world where mobile phones have become peoples’ constant—and sometimes only—companion; where driving, walking, exercising, and even sleeping simply require a mobile phone handy; where discussions on ringtones and callback tones, favorite applications and music downloads, and SMS forwards have won over domestic and work-related discussions; and where a competitive pre-paid mobile phone service plan can bring cheer greater than a promotion at work or great exam results, Times Grey Cell’s The Economic Times Mobile Marketing Summit, 2008 brought together the diverse characters and representatives associated with this revolutionary medium on a platform to discuss the promising avenue of mobile advertising and ad-funded mobile content.

Chaired by the very vibrant and distinguished Mr. Neeraj Roy, Managing Director and CEO of Hungama, the summit brought together eminent, distinguished representatives from leading mobile service operators, content providers, retailers, advertising agencies, etc. The mediums’ potential as advertisers’ paradise was examined in the context of the sheer number of Indians, both rural and urban, who have adopted the instrument as an integral part of their lives.

The diverse representation on the panel made each discussion comprehensive. Old-world views that compared the mobile phone against the TV and computer were met head-on by mobile phone operators and young entrepreneurs who were all for innovation and setting new trends based on the potential of the medium. The mobile phone was seen as the one medium that could customize advertisements for each geographic region and culture within India.

Retailer leaders from leading banks and FMCGs endorsed the potential and presented case studies of successful mobile phone brand activation and m-commerce campaigns. ‘Intrusive’ mobile advertising was discussed over specific, focused, customized advertising that reaches the right audience at the right time.

One of the highlights of the event was when Mr. Roy invited members of the audience to form a panel. The unique, experimental, approach garnered enthusiastic response from the young entrepreneurs, gamers, and art directors present at the event, who shared valuable inputs on the current trends, expectations, and technologies. They positioned the mobile phone as a medium unique in all aspects from traditional advertising mediums like the television.

The session on future trends explored the challenges and potential for introducing various promising technologies, which have already been greeted with great enthusiasm in international territories, into the Indian market.

Despite different points of view on what technology or idea can be implemented when, how, and where, it was agreed that India was at the right phase where the right mix of innovation, idea, and strategy, could create winning roles for the mobiles to acquire a fair share in the trillion-dollar advertising business.

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