AJK Mass Communication Research Centre Jamia Millia Islamia New Delhi-110 025
Online published on 5 July, 2012.
Advertising on mobile phones is going to be a vast business in coming days. According to Informa Telecoms & Media, a globally recognized research firm, the spending on mobile advertisements in 2010 was US $ 871 million worldwide. The forecast for the year 2011 is US $ 11.4 billion. The market will be as big as US $ 20 billion within another one year. As far as the Indian market is concerned, mobile advertising in India currently stands at around US $ 25 million and is growing at an annual growth of 28 per cent. The 2.5 billion mobile phones around the world are potentially going to reach a much bigger audience than any other contemporary communication medium. This paper not only explores the scope for mobile advertising while focusing on the selling points of this unique medium, but also analyses the existing mobile advertising strategies which are in practice, the current market trends and the upcoming telecommunication-based technological revolutions which will lead mobile advertising as the most innovative, interactive and iconic identity of products and brands at global level.
