Mauj Mobile announced its partnership with Mobixell, a provider of innovative mobile advertising and multimedia solutions, on November 18, 2009, to deliver a full cycle service in mobile advertising. The partnership between the two companies is aimed at providing a complete commercial and technological package for managing operators’ advertising inventories for global and local brands in the region. This partnership will consist of creative work, campaign planning and execution, media management, inventory management, ad serving and ad delivery via various digital and mobile channels.
Mauj Mobile will be using Mobixell’s ad-It advertising solution, which enables the insertion of adverts over multiple channels including WAP, SMS, Ring-back-tone, missed-calls-alerts, in-game and ad-funded content even as ensuring an optimal user experience and comprehensive metrics for brand owners. Mobixell and Mauj Mobile is said to work together on a number of immediate opportunities, to deliver interactive above the line, below the line and through the line integrated campaigns.
In a conversation with exchange4media, Saurabh Vartikar, Vice President – Mobile Marketing, Mauj Mobile said, “We are proud to partner with them as this is a perfect synergistic operation that we are bringing to the Indian market. Mauj Mobile has created a niche in terms of understanding brands, and their various segmentations on mobile. This partnership combines our expertise in mobile advertising in the region with Mobixell’s advanced technology solution which makes for a powerful proposition for operators and brands.”
“It is finally going to be a tripartite partnership, the primary element of this partnership will be the mobile operators, as till now we have seen mobile marketing mostly being off deck. Now we will see telecom operators using this technology as well as business operations expertise of Mauj Mobile will now be able to monetise its entire inventory whether it be across WAP, SMS, Voice or any of the channels that he offers. So, telecom operators provide the inventory, Mobixell will provide technology and Mauj Mobile provides the entire business operations and ad sales part of it,” added Vartikar.
On mobile advertising in India, Vartikar said, “Currently mobile advertising is in a very nascent stage, with MMA India Council nearly a year old -- both Mobilxell and Mauj Mobile are a part of this group. Now we will also have all the mobile operators as part of MMA. Hence we are now seeing the right nexus of telecom operators, brands and advertisers as well as enablers like us coming together in a single forum, and it has all happened in the last 12 months. Now we see all these three elements working together and a rapid surge in mobile advertising from the year 2010.”
“The year 2009 has been fantastic for Mauj Mobile as we have seen nearly 250 per cent growth over the previous year, and in year 2010 we are waiting to explore further especially with this new partnership. We are expecting nearly five to six fold revenue growth” concluded Vartikar.
Colgate, Cadbury, Johnson and Johnson, Nokia are some of Mauj Mobile clients.
In a prepared statement, Eran Hertzmann, AVP Mobile Advertising of Mobixell said, “We are delighted to be working with Mauj Mobile to be delivering a solution that will enable creating additional revenues streams. Mobile advertising is an area in which operators and brands work together to achieve effective advertising and higher ROI, which is precisely what this partnership will deliver. The Mauj partnership is joining a wide network of global and regional Mobixell partners from various areas of the mobile advertising eco system- brands, agencies, media buying, technology integrators and others.”