AgTalk | India's mobile market is very promising: MMA's Rohit Dadwal

The mobile has become an integral part of our business and social lives today. The user of mobile be it an individual or a business has taken to it in a big way. From a marketing and an advertising perspective too its importance cannot be ignored. The Mobile Marketing Association (MMA), a premier global non-profit trade association representing all players in the mobile marketing value chain works hard to in promoting, educating, measuring, guiding and protecting the mobile marketing industry worldwide. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The association’s primary focus is to establish mobile as an indispensable part of the marketing mix. 

 

Adgully recently spoke to MMA's Managing Director, Asia Pacific, Rohit Dadwal on the roles and responsibilities of the association. Rohit has over 17 years extensive expertise in the economics of mobile, direct and digital marketing, consumer privacy and the government regulation of markets. He  has been instrumental in the MMA’s growth in the region, forging relationships with industry leaders and key stakeholders, and positioning MMA as the authoritative global voice in the mobile marketing and advertising industry. In his earlier stints he has worked with Microsoft and Bharti-British Telecom. An enthusiastic evangelist of mobile marketing, Rohit sits on the board of the Digital Advertising Alliance (DAA) and also on numerous corporate advisory boards of MMA’s member companies 

 

Following is the excerpt of the interview. 

 

 

Rohit Dadwal (RD): India’s mobile market is very promising The people have taken to the mobile phone in a big way, and Indian entrepreneurs are rapidly working to provide the slate of mobile products and services that will empower mobile users in India. The government has also been proactive in taking steps to protect the welfare of mobile users, and India is even pioneering mobile banking and other schemes that may set it at the forefront of the world in bringing commerce and banking to mobile users in rural areas. How this will all play out remains to be seen, but it is encouraging to see so much concerted effort being put in.

 

 

RD: India’s great strengths, her size and diversity, are the distinguishing factors that make the mobile market in India different. Culturally and otherwise, India is one of a kind, and these marketers looking to make the most of India’s mobile marketing space would do well to pay attention to cultural and other sensitivities. 

 

  

RD: For most people, their mobile devices are their most personal possessions, so first of all, mobile marketers need to be respectful of people’s privacy and not flood them with spam. Mobile provides brands with numerous opportunities to connect and engage with consumers, and it is up to brands to determine which method works best for them, and how best to utilize the medium.

 

  

RD: The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.  

MMA members include agencies, advertisers, hand held device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices.

 

 

RD: As the primary source for mobile marketing information and expertise, the MMA is dedicated to:

 

 

RD: Brands and marketers need to be willing to grab hold of the opportunities presented by mobile marketing, and be the first off the mark to gain competitive advantage. Waiting for proven results may be a losing game, as it lets others move into that space. Consumers are ready for mobile marketing, if it is delivered in a way that they gain value from, and that respects their rights and protects their confidentiality.