Full-service mobile offering for Mindshare India

24 Jan,2012

By A Correspondent

 

Being an early practitioner in offering mobile media solutions to clients in India may have paid off for Mindshare India. Having rolled out a dedicated mobile practice division in India in 2006 may have been one of the big factors in Mindshare India being appointed as the network’s Mobile Marketing Centre of Excellence recently. As per the new development that came into effect last week, Mindshare India will now be responsible for driving mobile thought-leadership and establishing best practice with the rest of the network as well as developing and nurturing new talent. In addition, India will also act as a production hub for mobile content production needs, including mobile web sites, augmented reality and online advertising units such as Apple’s iAds. The Indian full-service offering will extend to everything from mobile strategy to ideas to actual development.

 

The Centre of Excellence team will be led by Ashok Lalla, Leader, Digital Mindshare South Asia. He will be working with Vinod Thadani, Regional Director – Group M South Asia.

 

Sharing his thoughts on the progress the division has made over the years and the possible reason for India being chosen as the country of choice, Mr Lalla said, “We have invested in the Mobile Marketing space over five years and have developed a very talented team along the way. We have also done a lot of excellent work in the Mobile space which has received plenty of global and national accolades. This track record and the availability of top notch trained talent made India the natural choice for Mindshare’s global Mobile Marketing Centre of Excellence.”

 

On the immediate changes that could be expected on the talent front, Mr Lalla said, “We are putting together a scalable team including operations that will be responsive to the fast changing mobile marketing space and also serve as the production centre for all Mobile marketing requirements for Mindshare worldwide.”

 

Applauding the Indian unit for the honours bestowed upon it, Norm Johnston, Global Digital Leader said, “The Mumbai office has consistently been at the forefront of driving innovations in mobile marketing. We want to tap into this expertise and share it throughout our network. Our clients are increasingly looking for smart, cost-effective mobile marketing solutions given the exponential growth in smartphone and tablet penetration and the corresponding uptake in mobile Internet usage.”

 

When asked whether there would be a change in the way it deals with its siblings from other parts of the globe, Mr Lalla stated, “We are sure that as other networks recognize the quality of the Mobile marketing talent and work coming out of India, they too will look to India to lead Mobile initiatives for them.” In fact, Mindshare India proposes to establish and socialize Mobile marketing best practices and learning opportunities to the rest of the Mindshare network, he said.

 

Though a market leader by a huge margin, Mr Lalla is positive of the growth that will come out from its mobile unit in India. “We see Mobile marketing services as a key driver of the overall growth of our Digital business in India. Both in terms of absolute numbers from Mobile marketing services provided, as well as through other Digital marketing services that would be required to complement Mobile.”

 

While it may be too early to cite the impact of this development on the growth of the division, Mr Lalla is very clear on the focus for the division. “Our focus will be to build a scalable team structure that delivers to the needs of our global network effectively and efficiently. And also use best practices to build valuable brand assets which include Mobile internet sites, applications for different platforms and campaign production capabilities that can be deployed quickly. Also, as said earlier, our key aim would be to keep growing our Excellence in Mobile Marketing services not just within the Mindshare network but across the global Mobile marketing landscape.”

 

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One response to “Full-service mobile offering for Mindshare India”

  1. shailendra says:

    Mobile advertising grows bigger than any other form of digital or internet advertising. Anywhere in the world, the numbers of customers who use mobiles have been rapidly increasing. Response rate of audiences is also high on mobile as compared to other tools of advertising. And there are more chances of seeing an ad in the mobile using SMS, MMS or WAP applications.

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