Hotmail founder announces new texting application

Claiming it to be a revival of the Hotmail effect, Sabeer Bhatia, founder of hotmail.com, has announced the launch of a new text messaging application - JaxteSMS and said that it would prove to be the ‘hotmail’ of mobile devices on India.

by Rahul Dubey
Published - Nov 23, 2011 7:50 AM Updated: Nov 23, 2011 7:50 AM
Hotmail founder announces new texting application

Claiming it to be a revival of the Hotmail effect, Sabeer Bhatia, founder of hotmail.com, has announced the launch of a new text messaging application - JaxteSMS and said that it would prove to be the ‘hotmail’ of mobile devices on India.

While Bhatia did not reveal the investment figures, he said that it is in the range of a few million dollars and he is in the process of communicating with over 10 marketers to explore the avenues of advertising on the mobile platform. Explaining the growth of marketing on mobile devices to exchange4media, Bhatia said “We are in touch with over ten marketers globally and they are very excited about advertising on the digital platform through mobile devices. However, our plan is to reach 100 million users globally in the first year and then strategise the monetizing plan.” The application designed on the lines of messaging tools like BlackBerry Messenger and Wassap requires WAP enabled devices for transmitting messages. “The idea is on the lines of Facebook and Twitter to get as many users as possible and then monetize.” The application will be available for free to all users.

The technology:
The technology of JaxtrSMS enables users to send text messages for free, globally. While Bhatia claims that the application will pose a challenge to already established services like BlackBerry Messenger, usage of this application will require a compulsory internet connection unlike the BBM and Wassap services. JaxtrSMS is however unique in a sense that a mobile user can send a text SMS to any mobile phone in the world without requiring the receiver to have the same application installed on her phone. The technology has been designed in India and the user interface is available only in English language. By next year, the company is planning to unveil some premium plans like video archiving on mobile devices.

Marketing strategy:
Jaxtr Inc. is planning to undertake a global marketing campaign to target the young users in the range of 16 to 25 years of age. Yogesh Patel, President & Co-Founder, Jaxtr Inc. explained, “There are plans like starting Tell a Friend and Greetings applications through which we plan to multiply data users. We already have digital presence as the users of the application are data users and hence digital presence is a must.” For advertising on its SMS platform, Jaxtr Inc. is expecting the major wave of surge to occur after a year of launch. While the company is not expecting major returns in the first year, it believes in garnering a fair share of the mobile marketing ad revenue after it crosses a substantial mark of its application users. “We may face loss in the first year, but to attract advertisers to this application, we will have to get over 30 million active users of this application. Our target is to touch at least a 100 million users’ base by the end of the first year globally, and then a few millions more by the end of the second year.”

Internet explosion in India:
The annual iCube report recently released by IAMAI and IMRB claims that India is all set to have 121 million internet users by December 2011. It says accessing the internet through mobile phones was on the rise and of the 70 million active users from urban India, 26.3 million used the internet through their mobile phones. This means a little more than 43 million individuals access the internet through their computers. Globally, there are close to 5 billion mobile phone users as compared to 1.5 to 2 million internet users. In India, this ratio is even more skewed. Of over 500 million mobile phones users, 250 million are WAP enabled, but only a little over 25 million are active Internet users.

 

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube
Tags media

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.