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Lead-generation on mobile utility services is 1/12 of that on Web?

“Only 8 per cent of the GPRS-enabled phones are using it (mobile phone based utility services) on a regular basis. Advertisers use the digital platform primarily to generate leads, and lead-generation on these utility services is just 1/12th of that on the web,” Gautamm Mehra, business head, Mediaturf, has been quoted by DNA as saying.

“Only 8 per cent of the GPRS-enabled phones are using it (mobile phone based utility services) on a regular basis. Advertisers use the digital platform primarily to generate leads, and lead-generation on these utility services is just 1/12th of that on the web,” Gautamm Mehra, business head, Mediaturf, has been quoted by DNA as saying.

Some of the leading players in the mobile phone based utility applications in India are JiGrahak’s mobile commerce platform ngpay, Oxigen in which Microsoft has bought a 35 per cent stake and MeraMobi launched by India Interactive Technologies Ltd (IITL).

“One reason for sprouting of these utility applications is the promise that mobile phones would offer reach and convenience in a manner that a PC simply cannot match,” reports DNA, but “it will be some time before the application providers start making substantial revenues since it is a challenge convincing advertisers to spend substantial money on this platform.”

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