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The Smart Techie was renamed Siliconindia India Edition starting Feb 2012 to continue the nearly two decade track record of excellence of our US edition.

Next-Gen Mobile Marketing Ecosystem

Rupa Shankar
Associate Director, Social Computing Practice-Happiest Minds Technologies
Friday, August 31, 2012
Rupa Shankar
Bangalore headquartered Happiest Minds Technologies is a next gen IT solutions and services company, enabling organizations to capture the business benefits of emerging technologies of cloud computing, social media, mobility solutions, business intelligence, analytics and unified communications. Rupa Shankar discusses how telecom operators can use the Multi-Channel App Framework to unlock significant new revenue streams.


Currently, mobile marketing makes up just a small portion of the online advertising market. Yet its potential is high— thanks to its ability to narrowly target consumers with interactive marketing offers at any time. That potential appears especially high when it is considered in the context of the development of social – local – mobile applications (popularly known as SO-LO-MO). Large telecommunications operators are already preparing to take advantage of this opportunity. Also, Advertising networks, Internet players, specialists in mobile ad technology, and systems integrators, are looking to build a strong position in this fiercely contested mobile marketing value chain. What differentiates the incumbents is that they have access to invaluable, targeted customer data. They can now partner with merchants and brands in innovative ways to unlock significant new revenue streams from subscriber data:

1. Offer marketers and merchants powerful insights on how to segment and target customers
2. Build large databases of qualified subscribers who have opted in to receive offers and rewards from these marketers.
3. Offer mobile payment services, allowing customers to buy advertised products through their mobile account without having to provide sensitive personal financial information.

The Multi-Channel App Framework enables monetizing of subscriber Data

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