| Vishwanath
was speaking at a panel discussion on "Enterprise
Solutions and Mobile Marketing" in a
one-day seminar on "Mobile Vas 2008,"
an event organized by the Internet & Mobile
Association of India (IAMAI).
Touching
on the various challenges to mobile marketing,
Vishwanath also referred to the technology
barriers which include getting the same
user across services; mobile terminal capabilities
and handset diversity; regulation issues
(such as DND - "Do not disturb");
and disparate and isolated services.
The
panel included ACL Wireless president Atanu
Mandal, Mauj Telecom CEO Manoj Dawane, Makemytrip.com
co-founder and chief marketing officer Sachin
Bhatia, J9 Mobile country head Rajeev Dhal
and Times Business Solutions product head
Nilanjan Roy. It spotlighted the potential
of mobile marketing, and discussed the uses
of mobile devices and applications to meet
business flexibility.
In
his presentation, Mandal focused on the
"buy" and "sell" side
of mobile marketing, and maintained that
audio and video clips can be used as marketing
tools. While the buy side comprises sending
voice, SMS alerts, etc, the sell side of
mobile marketing involves selling content
to target mobile users.
To
exemplify the optimal use of a WAP-enabled
mobile phone, Bhatia gave a live demonstration
of mobile air ticket booking.
Reversing
the usual question "Is marketing ready
for mobile?" Dhal, in his presentation,
asked whether mobile is ready for marketing,
and said that "mobile offers touch
points across all steps of the buying cycle."
Like
Vishwanath, Dhal also discussed the various
issues surrounding mobile marketing. These
are inadequate consumer profiling; undefined
measurability parameters; a pricing model
not well defined. As solutions, he suggested
appropriate audience profiling; unique products
and services; and a clearly defined pricing
model. He also appealed for standardisation
in the industry (which, according to him,
will increase accountability).
Roy
began his presentation by giving examples
of mobile enterprise solutions that "add
value." He added, "Mobile enterprise
solution is the synergy of four elements
- technology, brand experience, ad network,
and campaign management."
Mobile
Vas 2008 also had a panel discussion on
mobile entertainment, which was moderated
by Star TV VP and head of mobile entertainment
Viren Popli. The panelists included Rajshri
Media MD Rajjat Barjatya; CanvasM Technologies
CEO Jagdish Mitra; Mobile2Win co-founder
and global head of revenue Rajiv Hiranandani;
Akami Technologies head of marketing and
product management (India) Bruno Goveas;
and Cellcast Interactive VP of business
development Ansuman Pratap Chaudhary.
The
panel discussed how mobile entertainment
is leveraging growth opportunities in media,
and it also dealt with the key trends in
mobile entertainment.
Mobile
Vas 2008 was presented by OnMobile. The
event was sponsored by Qualcomm and ACL
Wireless.
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