Madison World teams up with OnMobile for mobile marketing JV

Madison World has entered into a strategic venture with OnMobile, a provider of telecom value-added services (VAS). This joint venture will result in the formation of a mobile marketing company in India and the Indian sub-continent, called Kabuza Marketing, and will aim at opening up new direct sales and revenue channels for marketers using mobile.

Arvind Rao, chief executive officer, chairman and co-founder, OnMobile, said, “This joint venture is one of its kind and has the potential to revolutionize both the mobile VAS and the traditional marketing functions. With the onset of 3G, this venture will open up even newer opportunities for more impactful marketing campaigns. It will successfully leverage the mobile reach, installed infrastructure and telecom operator relationships of OnMobile and the marketing and advertising capabilities, client base and market presence of Madison World.  I am most excited about this partnership as it brings together two leaders to deliver the best market solutions.”

Sam Balsara, chairman and managing director, Madison World, said, “What excites me about mobile  is its interactive, personalized and always-on attributes accompanied by unbelievable reach in numbers (600 million+). So far we have thought of mobile as an advertising medium given its high reach but the total advertising market in India is restricted to about Rs. 20,000 crores, where as the potential opportunity to sell products and services and conduct commerce through mobile is Rs. 200,000 crores and our attempt is to tap into this opportunity which should provide top marketers a cost effective  distribution channel, bring in a lot of long tail businesses, in addition to large marketers, into the gamut and provide consumers a convenient option to order and pay for products and services through the comfort and convenience of their very own mobile."