Deshpande said that one big thing to note is that by the first
quarter of next year accessing net from the mobile will be
more than accessing it from a laptop or a PC. That will have
huge implications on brand interaction. In that sense India
will follow China and Japan. He noted that a lot of simultaneous
usage of TV and mobile happens when people are at home. So
if an advertiser spends money on TV for reach and then uses
mobile as well it will give a multiplier effect.
about the difference between a PC and mobile he noted that
at work laptop is used while during a break or on a commute
the mobile is used. "The mobile is not about creating
content for users. It is about consuming content. So if a
brand wants a consumer to fill out a long form it might be
better off trying another medium. The user context is different.
What one can do with a mobile is different from what one can
do with a PC."
him another difference is that online ad technologies were
developed by publishers themselves like Yahoo!, Google. But
on the mobile, ad networks came in to develop ad technologies.
"InMobi has played a key role in developing technologies
for mobile advertisers."
said that 30 million smartphones devices are in use. The figure
will reach 150 million by 2015. There are 20 million credit
card users and so the concept of the mobile wallet will grow.
"One must remember that the mobile is a medium in itself
and a connecting tissue. It can add legs to a marketing campaign.
Mobile is not just about display advertising."
about the role mobile operators would have in mobile advertising
going forward, he said operators in India would not become
dumb pipes. "Users demonstrate intent on devices which
an operator captures. The mobile wallet will play an important
role especially if there is no other means of payment. Location-based
services are becoming important. At the same time it is important
to not confuse advertisers with technical jargon like smartphones."