|
|
|
Bollywood is the most
popular downloads mobile content besides sports and fashion in
India. We are confident that OSO crazy and the other exclusive
OSO content will provide our consumer an enhanced media rich
mobile experience."5
The opportunity provided by the mobile phone's ascendance from a
mere communication device to a lifestyle accessory has been too
attractive for the marketers to ignore. While mobile entertainment companies have been
developing interesting content for the mobile phone users, mobile
handset companies have tried to come out with the latest technologies
that support such offerings. |
Mobile handset companies have also tied up with mobile entertainment
companies to provide such services to their customers. However, analysts
feel that the biggest challenge before these companies were
technological hurdles that restricted the display of content to a few
minutes, thereby limiting the attention of users.
According to leading professional services company
PricewaterhouseCoopers, around 200 million mobile users preferred mobile
phones as the platform for enjoying digital content, as of 2007.6 With
the mobile phone's emergence as the 'fourth screen', it was no wonder
that advertisers were also viewing it as an attractive new media
channel.
With the advent of cable TV, digital video recorder, and high-speed
Internet, advertisers were no longer sure that customers were watching
advertisements on traditional media channels. Analysts say that the
mobile phone has given advertisers yet another opportunity to connect
with their target audience. And the potential of this new media channel
has gone way beyond SMS advertising, according to them.
Additional Readings & References
1. Julianne Pierce, "The Fourth Screen," www.joemiale.com, August 2005.
2. Sangeetha Devi, "Movies on Mobile," The Hindu, February 20, 2006.
3. Vanita Kohli-Khandekar, "The Booming World of Mobile Entertainment," BusinessWorld, April 25, 2006.
4. "Bollywood Goes Mobile," www.gsmworld.com, February 12, 2007.
5. Alec Barton, "From Silver Screen to Small Screen – Bollywood
Goes Mobile," www.developingtelecoms.com February 21, 2007.
6. Pradeep, "Ringing in a Reel Change," The Hindu, April 27, 2007.
7. Jacob Cherian, "Movies on the Move," Mumbai Mirror, July 1, 2007.
8. "Nokia Ties up with Om Shanti Om," www.indiainfo.com, November 8,
2007.
9. Timo Poropudas, "Mobile Marketing - A Huge Opportunity," www.nordicwirelesswatch.com, December 23, 2007.
10. www.en.wikipedia.org.
Cases on Related Topics
1.
Rovion's InPerson Technology: Changing the Face of Online Advertising
2.
Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing
Strategy
3.
Harnessing the Power of Online Social Communities for Branding and
Market Development
4.
SMS Advertising
|
5] "Nokia Ties up with Om Shanti Om,"
www.indianinfor.com, November 8, 2007.
6] "Nokia Ties up with Om Shanti Om,"
www.indianinfor.com, November 8, 2007. |
