In order to serve the growing needs of the mobile marketing ecosystem in India, the Mobile Marketing Association (MMA) has joined hands with GroupM through its partner Madhouse to set up a physical presence in the growing market.
The MMA India Council will be structured on the learnings of similar investments and partnerships done in China and Vietnam. GroupM through Madhouse will invest in and support the establishment of a secretariat for the India Council by setting up a physical hub for Mobile Marketing Association in India. With this, the MMA aims to work closely with industry partners to fuel the growth of mobile marketing in the country.
“The Indian mobile market is at an exciting stage of growth with the current ad spend on mobile marketing estimated at Rs 300 crore and is expected to increase by close to 50 per cent in the next 12 months. This presents a significant opportunity for the eco-system,” said Rohit Dadwal, Managing Director, MMA Asia Pacific.
The Council will bring together the entire mobile ecosystem, including brand, marketers, agencies, publishers, media sellers, ad platforms, carriers, and other important partners to drive a range of programmes aimed at creating a professional and sustainable mobile marketing industry in India.
Making the announcement at the MMA India 2013 forum, CVL Srinivas, Chief Executive Officer, South Asia, GroupM said, “We are delighted to be partnering MMA and helping create a body that would evangelise the mobile marketing space in India. The mobile is the most under-leveraged medium in the country and we hope to be able to work closely with other industry partners and stakeholders to grow the medium in India.”
“With mobile penetration and adoption reaching a critical mass, it is only natural that the mobile experience is now about enriching content and media with the convenience of converged services. The India Local Council is poised to lead the implementation of guidelines and best practices and to drive education and awareness including networking initiatives in one of the world’s most vibrant mobile economies. We are very happy to partner with GroupM and Madhouse and look forward to working with all relevant players in the industry to take it to the next level,” Dadwal added.
Some of the immediate priorities of MMA through this partnership would include: increasing the adoption of existing MMA best practices and guidelines and recommending adaptation for local market conditions where appropriate; evangelising and promoting mobile as the critical element of the marketing mix, while helping to create suitable metrics and tools for the industry.
“The launch of this announcement is a strategic progression for Madhouse in particular, as we are committed towards the growth of the mobile marketing ecosystem at large. Through this partnership, the association is aiming to considerably increase the mobile marketing momentum in India. Towards this we will in the coming months implement a range of educational and networking programmes that will help fuel the tremendous mobile opportunity in India to reach its full potential,” said Vinod Thadani, Chief Operating Officer, Madhouse India.