IPL2 now on mobile screens too; offers more interactivity

While not many are happy with the average TV ratings for Season 2 of the Indian Premier League (IPL), one sector that is experimenting with IPL2 and is in satisfactory mode as of now is the mobile industry. Quite a few mobile players have latched on to the tournament, taking all the action directly to the mobile screens, and it is not just SMSes.

ActiveMedia Technology is the mobile marketing and technology partner to global IPL mobile rights owner Zenga Entertainment. According to the company, during the initial 10 days of IPL 2, the official mobile properties of IPL 2 – the IPL WAP site and the Java mobile scorecard – witnessed a huge amount of user traffic from India. In the first 10 days of the IPL 2, there were on average 80,000 daily visitors to IPL’s WAP site with a peak of 150,000 so far, as well as 90,000 daily sessions on the Java mobile scorecard application.

Only two mobile properties have the official rights to broadcast live score updates of the IPL matches. The mobile marketing and technology company claims to be extremely bullish on the outlook for the remaining matches of IPL 2. Apart from above the line media, the mobile marketing and technology company will be marketed through mobile operators to make consumers aware of these mobile properties and also through other digital mediums as well.

Speaking to exchange4media, Raj Singh, Executive Director, ActiveMedia Technology, said, “Mobile TV screening is one of the properties that we are working on, which allows consumers to watch live matches or highlights of the IPL matches. So, basically we are working on any property that involves GPRS. With 3G, the experience of mobile can be much more enriched with the creation of more interesting and valuable propositions with the consumer. Therefore, with the 3G network we are looking forward to a much more powerful proposition of the mobile device.”

In a prepared statement, Singh said, “The enthusiasm with which Indian cricket fans have taken to mobile properties is much more than expected as there is such little awareness and history regarding mobile browsing in India. We were really surprised by the large number of users accessing both the IPL WAP site and the Java mobile scorecard. Most of the traffic occurs during match broadcasts, so it is clear that users are accessing these mobile properties to keep track of the score.”

Shabir Momin, Director, Zenga Entertainment, said, “These official IPL mobile properties are a fantastic platform for relevant brands to reach and engage with premium tech savvy cricket fans. Both the WAP site and the Java scorecard application allows precise targeting and measurement of advertising effort.”

mig33, one of the largest global mobile communities, has tied up with five of the IPL teams to establish dedicated mobile fan clubs for each one of them. These teams include Kings XI Punjab, Delhi Daredevils, Royal Challengers and Deccan Chargers. mig33 aims to help the teams connect with their fans in India and around the world through mobile phones.

In an email interaction, Steve Boom, CEO, mig33, said, “For mig33, the association means a real time two-way engagement on an ongoing basis. Even if the IPL teams are local, the fan following is global. This gives us an opportunity to leverage our global user base and also presents us a platform to activate our new line of virtual merchandise and mobile content. One can ‘watch’ matches live with other fans on their mobile phones in dedicated chat rooms complete with live ball-by-ball commentary, receive important news updates from the team, meet new friends and buy official virtual merchandise in the mig33 content store. Members also get access to the team’s Chat Stadium and chat live with their cricket heroes.”

Sunzay Passari, Vice-President – VAS, Loop Mobile, explained, “This time we are offering a very comprehensive bouquet in IPL. I believe in the early stages the traction is very satisfactory, but as the tournament progresses, our traction will also see an increase. The amount of excitement and euphoria is somehow missing this year as compared to last year, nevertheless there are lot many more connected to the tournament.”

“In terms of opportunity I would say that it is the coming together of two superstars, while mobile is the gadget superstar, cricket in sports is a superstar, thus creating far more excitement. This year, IPL has been quite a learning experience, and in the next IPL, we plan to bring in more interactive offerings,” he added.

For mobiles, IPL2 is more of an experiment or a learning. What remains to be seen is how many of these learnings from IPL 2 is implemented and taken forward in the next edition of the League, especially with the 3G rollout in India expected soon.