MUMBAI: Mobile marketing is becoming ubiquitous, and it means much more than just sending SMSs to mobile phones. Amar Chitra Katha, the flagship brand of India Book House (IBH), is exploring options to exploit its content through mobile. It is also in the process of extending its distribution through e-commerce.
 
 
"Mobile marketing is an exciting medium. We are diving into it as it allows instant access to people wherever they are," says IBH chief marketing officer Saumitra Srivastava.
The company is in talks with mobile service providers. "Elements like phone wallpaper and comic strip are conducive for carrying brand messaging," notes Srivastava.

 
 
IBH is aiming at a wide range of applications which are now available, such as logos, ring tones, MMS, SMS quizzes and games, and mobile greetings. This will allow extensive interactive possibilities enabling the users to be linked to a quality and branded image, says Srivastava.
On quizzing as to how the publication house would benefit with this new initiative, Srivastava informs that the revenue sharing pattern would be on the basis of per download. Mobile operators, however, will enjoy a major chunk of the revenue.

 
 
IBH is also in talks with Bazee.com and Indiatimes.com to create an e-commerce platform for its products.

Currently, IBH possesses approximately 300 titles. Various scenarios can be created which involve the introduction of new products or modification of existing products to determine the effects of these changes on market preferences.