What you see is what you GET with Tata DOCOMO Mobile Advertising

MUMBAI: Tata DOCOMO, the Mobility and Business Services brand of Tata Teleservices (TTL), today announces the launch of its unique mobile advertising service platform – GET (GetEasyTalktime). It is in partnership with mAdcall Pvt Ltd, a sister concern of Astute Systems– a leading player in On Device Portal, mobile video advertising solution and managed services. The application enables video advertising on mobile and is christened GET EASY TALKTIME (GET). GET allows mobile users to choose when or where they want to view a video commercial on their phone, and get gratified with one free voice minute for local or national calling to landlines or mobiles for each advertisement that they choose to view.

This is the first time in India that such an innovative service offering is available on the GSM as well as on CDMA network and is currently compatible with Android, Java, Symbian and Blackberry. This can also be accessed over Wi-Fi. Users are offered free voice minute, per advertisement viewed to both prepay and postpay customers using data enabled handset. This application has scored well with the mobile users, which is evident from the Google Play Store Rating of 4.

“As advertisers seek newer avenues to communicate with their target audiences, the mobile device offers very ubiquitous, highly measurable and focused engagement platform. Tata DOCOMO is known for providing innovative and new services that appeal to our rapidly growing customer base. In an increasingly cluttered advertising environment the GET service will provide our customers targeted opportunities and facilitate brand engagement possibility at personal level. With the ever-increasing rate of adoption of mobile internet and rapid change in user preferences, we are confident that mobile advertising will very soon complement the traditional forms” said Mr. Harsh Saxena, Head - Marketing Non Voice Services, Tata DOCOMO.

“Advancements in handset technologies, coupled with the proliferation of sophisticated applications has grabbed everyone's attention these days. By putting people at the center of everything it does, HTC pushes the boundaries of design and technology to create innovative and personal experiences for consumers around the globe. We are proud to be the first ones to be associated with Tata DOCOMO GET that has offered so much ,to so many, in such short a time." said Mr. Manu Seth, Head Marketing – HTC India.

In addition to the benefits of traditional media, Tata DOCOMO GET mobile advertising service presents a unique opportunity for brand advertisers to engage with customers on a personalized level, which can be measured in transparent manner. Mobile users opting for the service will not incur any data usage charges while using Tata Docomo 2G, 3G connection. This facility works in Wifi environment as well. The advertisement will play on the handset without buffering on 2G, 3G or CDMA network. Users will be instantly rewarded with one minute of local or national talk-time for each advertisement viewed.

“Fastrack is a consumer brand and it makes ample sense for us to be on the medium that our consumers associate themselves with- their mobile phones. Since we look at a user group of 16-24 as our consumers, the decision to reach out to them through their phones is a step in the right direction. With Tata DOCOMO GET we will be able to reach out to users in a lot more targeted, efficient and cost effective way” said Ms. Simeran Bhasin – Head Marketing – Fastrack

Using a more personalized medium like the mobile phone platform, is interesting as compared to print, electronic or digital platforms, as the messages are controlled, efficient and measurable. It is a double benefit for advertisers as well since it provides accuracy of data as to who watched the video and when! Importantly, the mobile users are not offered any ads if they are trying to make emergency calls, given the nature of the call being made. Also no ads are offered while making calls to toll free numbers, international calls or while in roaming in off-network locations.

To activate ‘GET’, Tata DOCOMO users using data enabled handsets can send an SMS with keyword “GET” to 52323 or by simply giving a missed call to 52323 post which a download link is sent to the customer through SMS, which needs to be clicked upon to download GET. Tata Docomo customer can also download GET from Google Store Play on Android phones, from Ovi Store on Nokia Symbian S60 phones, or using Opera browser.

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