Mobile Advertising Provider In India A Good Idea – Business 2.0

Business 2.0 lists the creation of a mobile ad network for India as one of the 12 startups to launch now. The elaboration takes Ashu Mathura’s three person, Amsterdam based mobile advertising startup called ‘Mads‘ as an example and quotes Mathura as saying that there is an even greater opportunity for replicating this business model in India. Mads buys ad space from content publishers and sells it to advertisers. It claims that it already has 10 million mobile impressions a month, and expects mobile impressions to touch 100 million by the end of this year.
This shift of contextual advertising to the mobile space is in consonance with Adobe India Sr. VP Naresh Gupta’s views during his keynote address at MoMoDelhi. But I’m honestly not sure if I want advertising on my mobile, which is essentially a personal space. I’m okay with subtle branding in games, though. Also, the key player in the mobile space in India is the service operator, not the content provider. The service operator in India is unwilling to relax control of the content space, so how feasible is an advertising network, unless the service operator himself is running it?
Related:
- Indian Mobile Subscriber Base Reaches 111.23M; Broadband Inches Upto 1.7M
Keynote Address At MoMo Delhi, Aug ’06
Operators Receive Flak From Content Providers For High Handed Approach

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