MUMBAI: What with many a broadcaster and agency getting into the wireless race; mobile technology is surely the next big thing!

Star's 7827, Sony's 2525, NDTV's 6388, Indiatimes' 8888, Yahoo!'s 8243 are cases in point of wireless shortcode services. Amidst this, Group M's specialist division - mOne has tied up with Active Media Technology (AMT) to develop their wireless shortcode platform 3636. This alliance seeks to provide effective and the best of the breed solutions in the mobile space for Group M's clientele.

"The key mandate is to leverage the power of the mobile medium in synergy with brands and media and provide customised brand solutions to create meaningful consumer connect," says mOne business director Tushar Vyas.

AMT is instrumental in providing Group M agencies with all the required software and hardware solutions. The 3636 property will be incorporated in any communication that is done for clients by Group M agencies. Publications like the Dainik Jagran or The Hindu will carry this number and if it is a response ad then will enable consumers to respond to that number and hence in the process create a database.

"The synergies that both (mOne and AMT) bring together makes this alliance an outright winner. The clout of mOne and their experience in the digital media space combined with AMT expertise in the mobile space gives this alliance a cutting edge in the entire digital space. It will also provide services in the entire value chain. The mobile campaigns will be powered on 3636 platform, which is active across all the operators in India," exudes Vyas.

This step is seen as a key in making mOne a 360 digital and direct one to one media company. "Our foundation in web and analytics, international learning in the mobile space and better understanding of cross-media will help us provide effective mobile solutions to our brands," adds Vyas.

Active Media Technology executive director Raj Singh says, "As a pioneer in the international mobile marketing space, we are tremendously excited about the opportunity to offer our cutting edge solutions to more brands in India. This alliance reinforces our market leadership status and is a further step towards realising our vision of helping brands truly capitalise on this potent new medium."

The digital landscape has emerged as a strategic medium for most brands and services today and that was the core reason why mOne was set up. The unit builds brands using technologies and driving awareness thus extending the brand communication into the digital media environment.