In a bid to provide yet another platform to advertisers, Indiatimes.com is launching an advertising service on mobile phones, called AdRingles, by the end of this year. With this service, each time a person calls an AdRingles customer, he will hear an ad or a movie dialogue instead of a ring tone until the called party answers the call.
While the ad is being played, the caller has the option of pressing ‘0’ on his mobile phone to hear the product or offer being advertised. This would be recognised and remembered by the system. Once the call ends, the system triggers an action such as delivery of the offer through an SMS giving information about the product. However, customers cannot buy the product via his handset.
Indiatimes is partnering with StratosHear Technologies to offer this service in India. Registration for the AdRingles service would most probably be free of cost. Globally, the mobile advertising market is worth $10 billion, according to Wireless World Forum. In India, the current mobile advertising market is worth Rs 25 crore and is expected to reach Rs 500 crore by 2011.
Dinesh Wadhawan, MD & CEO, Indiatimes.com, said, “AdRingles is based on the ring back tone medium which allows advertisers for lead generation, benefiting all stakeholders, including mobile operators, subscribers and advertisers.”
He clarified, “We will not force this service on consumers. The consumers can choose whether they want to opt for this service. We are talking to several leading operators and have received good response from them. We have received good response from brands too.”
“We will be using ads in English, Hindi and other Indian languages, depending on a consumer’s choice. We will not reveal the number of the consumer to the operator and maintain the privacy of the consumer,” Wadhawan added.
As per the revenue model, advertisers would pay Indiatimes, while the VAS player would share the revenue with the operator whose subscribers have registered for the service.
Wadhawan further said, “We will be ready with the Beta version in November 2008. We plan to take this service to South East Asia by 2010.”