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3G promises the world for mobile advertisements
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Quote:Faster speed will allow better brand experience.

Mobile marketing companies offer solutions, which include the plain vanilla SMS, wireless application protocol (WAP) banner ads and mobile applications. They are now gearing up to raise the bar with 3G. Its faster speed, they reason, will allow for more value-added services (VAS) and a better brand experience.

Jasper Infotech, for instance, provides a mobile coupon facility through 15,000 retailers in India. When the 3G rollouts take place, the company plans to introduce applications through which a consumer can take a 360 degree look at a restaurant as well as photos of dishes, and decide on the bill he would foot, even before entering the restaurant. Jasper would also come up with travel or vacation offers, tailor-made for the next-generation mobile advertisers.

“The advent of 3G telephony in India, data access and video streaming would become faster. This would enable a host of new marketing and advertising innovations,” says Kunal Bahl, CEO of Jasper Infotech. He believes mobile content usage is bound to grow, which is why more interactivity can be delivered on mobile, compared to two-three hours of television exposure.

“Companies are currently not excited about mobile advertising because they cannot deliver the brand experience through bland SMSes and WAP banner ads. But 3G will allow more creative advertising content. Brands will get an additional platform to reach out to users with increased interactivity and acceptance. The mobile advertisement will get greater mileage as the smartphone device is just six inches away, compared to 12-14 inches for PC and 120 inches for TV,” says Bahl.

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