Adgully Exclusive | Expecting 115% growth by March 2011: Mobile2Win's Rajiv Hiranandani

Mobile marketing is a phenomenal occurrence that is changing the face of marketing. Today with more than 729.57 Million mobile phone subscribers in the country, marketers are euphoric with the opportunity this offers them. The small screen which can easily be accommodated within one's palm has potentials that one can only dream of. However mobile marketers find ways to make them as real as possible. The reach and connectivity of this device is far wider than what one would like to believe.

In an exclusive conversation with Adgully, Rajiv Hiranandani, Co-Founder & Country Head for Mobile2Win shares his experience and expectations from within this space. An MBA in marketing, Hiranandani has over 13 years of experience in this space and has done various stints at Yahoo and Indian Express for their online media.

Hiranandani said, "In 2003, we established Mobile2win, the first mobile marketing company in India where we showed brands and agencies how a mobile phone can be used as a marketing medium. We also launched a mobile gaming studio and extended our offerings from mobile marketing to brands to media companies. We offered wireless platforms to shows like Indian idol which was handled by us for all the four years. We provided short codes; connectivity and consultancy for the show which was made interactive through the mobile."

From then on, Mobile2win became a mobile solution master for several companies like Sony,Set Max, Hindustan Times, Indian Express, Deccan Herald, CNN, Cartoon Network, Red FM, Sakaal etc. After which, Altruist came on board and acquired a major stake in the company. "Since then our business ranges from mobile marketing, solutions content subscription service to operators, voice platform services to brands and operators and social networking on mobile," Hirnandani explained.

Hiranandani also wears the night cap of Co-chairman of Mobile Marketing Association where internet measurement and metrics are discussed along with best practices and case studies. This provides a bank of authentic information to the existing payers.

Hiranandani goes on to say that in the next couple of years the company has aggressive growth plans. Right now present in three countries, he stated, "We plan to be in 15 countries by August 2011. We also have aggressive growth plans in social networking sites also. The opportunities for mobile marketing in brands are far more."

He believes that the next opportunity in this space is 3G which will only truly explode in at least 3 or 4 years. He further said, "You need a basic phone that can accept GPRS services which is colour and 3G services. Once that happens, 3-G will explode at the village levels and create a whole new level of potential in this space."

Hiranandani is of the opinion that in the last year, the key developments in this space were social networking and the movie on Facebook. "I think social networking has been the biggest introduction to mobile that can be a game changer or starting things to change which is why we are working aggressively in this space," he further added.

Speaking on the growth of Mobile2win, he said, "We are expecting at least 115 per cent growth from March 2011 to March 2012. Other social networking sites will go live in India and other countries."

Already present in Nigeria, Indonesia, Sri Lanka, there are current plans in launching in Uganda, Kenya, Tanzania, Vietnam, Cambodia, Malaysia, Philippines all by March 31st. | By Janees Antoo [janees(at)adgully.com]