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Social networking site on August 25 announced the launch of its mobile version ‘MobileAdda’. The launch of Mobile Adda would enable to reach out to a wider spectrum of 300 million mobile users and making it available across all operators and networks nationally. BigAdda has also tied up with the forthcoming movie ‘Rock On’. will be actively advertising its latest launch through television, radio, online and mobile. The website has already begun advertising on television. Without being specific about their ad spends, Shivanandan Pare, COO, Bigadda, said that it would be around a $1 million (Rs 4.2 crore) campaign.

MobileAdda includes features of social networking like searching for friends, inviting them from one’s phonebook, communicating with friends through options like text, voice and photo scribbles. It also enables users to use the phonebook to send invitations to his/her closest network.

Pare said, “With a registered user base of two million in a year, we needed to sensitise the platform to local aspirations and needs of the market. The number of mobile users today far exceeds the penetration and usage of PCs in India. Mobiles are lot more personal, readily accessible and almost an extension of the user. The imperative was to create a mobile application to give the controls of social networking, anytime, anywhere, literally.”

He added, “Currently, is reaching out to an Internet user base of 40 million in India and through our mobile platform, we will be able to reach an additional 50 million mobile Internet users.”

Commenting on the initiative, Nikhil Soman, Chief Technology Officer, BigAdda, said, “Social networking is not restricted to the confines of the PC browser. In India, mobile phones are the preferred, and mostly, the sole means of connecting with friends and family. This year, we are all set to refine and redefine the boundaries of social networking in India.”

MobileAdda has set a target to provide over 300 million mobile users to access BigAdda. The platform is available as an integrated offering across SMS, WAP and as an installable application for over 500 different mobile phone models. The download process automatically detects the user’s handset model. To date, this is the widest release of any mobile application globally, claims the site. was launched in August 2007 and claims to offer more security and privacy to its users.


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