Hungama Mobile has tied up with Amobee Media Systems, a premier provider of ad-funded mobile content and communication. This will enable targetted and interactive ads to be dynamically inserted into the full range of mobile content and applications for the first time, which will also include WAP browsing, video and music, games, SMS and MMS.
Commenting on the association, Neeraj Roy, Managing Director and CEO, Hungama Mobile, said, “Mobile marketing is a key focus for Hungama Mobile, and we are committed to finding new and innovative ways of growing the penetration of our content within the consumer space. The Indian market is adding over seven million new subscribers each month and offers immense opportunities for marketers, carriers, content owners and consumers alike.”
The partnership will also enable Hungama Mobile’s clients to implement a mobile advertising solution across carrier networks and other mobile media properties, including wap.hungama.com, which is South Asia’s premier mobile entertainment destination.
Patrick Parodi, Chief Sales and Marketing Officer, Amobee Media Systems, said, “Users consume a lot of content and communication in the Amobee ad-funded model than in the current ‘user pays’ world. In fact, our analysis suggests that this model alone has the potential to quadruple the current mobile gaming industry. Hungama is the ideal partner to help us promote this new model in new territories.”
“Like Amobee, we are convinced in the ad-funded model to enhance consumption of mobile entertainment, and develop the current $23 billion market size to $ 42 billion over the next three years,” Roy added.
This is the latest in a series of strategic partnerships for Amobee, which is the first company to deliver a user-centric approach to ad-fund the operators’ entire mobile content and communication value chain.