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Mobile media to become mass market in three years
By siliconindia
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Tuesday, 13 October 2009, 01:46 IST |
1 Comments
Bangalore: According to most top management executives in India, mobile media will become a mass market within three years. In a survey conducted by CellStrat, a mobile consulting and technology strategy firm, around 53 percent of the survey respondents said that this will be the case in 1-3 years, while only nine percent thought that it is already a mass market. This indicates a massive upside in production and consumption of mobile media over next 1-5 years.
Today there are a lot of questions vexing the CIOs and Marketing Managers in leading firms about mobile media. The 'CellStrat Annual Mobile Media Survey - 2009' is the first of its kind Market Research project in India, that intends to answer such questions by surveying the top innovative firms in the Indian marketplace as to what works and what doesn't when it comes to mobile media.
The survey respondents were a mix of top management executives ranging from CEOs, MDs, VPs, GMs, Mobility Heads and Directors of top companies in India, from sectors ranging from Media, mobile, telecommunication, hi-tech, travel, hospitality, BFSI, education, to retail, healthcare, automotive industry.
The survey also showed that majority (88 percent) of the executives access web on their mobiles. The primary mobile web usage by corporate executives is for browsing (74 percent) followed by search (59 percent) and directions (29 percent).
According to CellStrat, mobile marketing should quickly move from push to pull strategy, or else it will increasingly face consumer resistance and government scrutiny. ROI will be greatest when relevance and pull strategy will be adopted. It also has to do with personalization in mobile marketing. For mobile advertising or mobile search to succeed and be effective, it should be location sensitive, account for customer preference and contain relevant content.
