Affle, a UK-based mobile media company, has signed up Idea and Spice as their mobile operators for SMS 2.0. SMS 2.0 is an upgrade to the SMS application, which replaces and thus captures the most valuable real estate on the phone – the SMS screen. As most users use their mobile phone only for talking and SMSing, the SMS screen is the place where users’ eyeballs are most intently engaged with handset.
Anuj Khanna, CEO, Affle, said, “We have recently signed Idea and Spice as our operators for SMS 2.0. By the end of 2009, we will sign up with all the mobile operators. We had been promoting SMS 2.0 through Airtel since last year. Airtel promoted our service through direct mailers to its customers.”
Affle has completed 1 billion mobile media impressions in 2008, reflecting its success as a medium for advertising. Khanna said, “We have done 125 million impressions per month. We are creating a version of this application, which will cater to rural areas in the second half of 2009. We are supporting the content in Hindi and Marathi currently. By the end of 2009, we will be supporting content in other languages too.”
“We are expanding our offices in Mumbai and Bangalore in the first half of 2009. Currently, we have 25 people working in the Delhi operations,” he added.
Khanna further claimed, “2008 had been an exciting time for us. Our business grew 10-fold. India is the most exciting market for us. More and more companies are coming to invest in the mobile advertising space on SMS 2.0, like Tata Motors, Maruti, Ford and General Motors. Recession has proved to be boom time for us. Mobile networks are looking to increasing their average revenue per user for mobile advertising.”