"Mass marketing plans are handset agnostic"

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Mauj also provides end-to-end programme management on WAP and SMS platforms for some of the leading mobile operators in India and has billing relations with all operators. We have also worked internationally with Batelco and Maxis about 22 operators across the world.

In the VAS value chain we are the only player who is an aggregator, a content/application owner, a software developer and a technology enabler, all rolled into one. We were recently awarded at FICCI BAF 08 for the Best Mobile Game.

With such a wide array of services on offer, who is your primary target?

We cater to customers across locations, demographics and psychographics. We have worked with telecom operators in

India and abroad (for example, BSNL, Airtel, Vodafone, Idea, Reliance, Tata, Batelco, Maxis etc), movie production houses (for example, Eros, RGV Film Factory), software companies (BTSL) and consumer brands (Godrej, HSBC, Arrow, Tourism of Ireland etc). We also offer our services (content downloads) to individual customers via our site www.mauj.com and wap.mauj.com.

Mobile marketing hasn’t really taken off in India. Is it because of the kind of handsets available in the country?

Handsets won’t really hold a market back. Campaigns are usually launched targeting a specific genre or categories of recipients, and as such, the type of handsets used is taken into consideration.

Typically, mass marketing programmes will launch on SMS or voice which are handset agnostic. Campaigns, which cater to a niche audience like the youth usually, happen on on-deck properties like operator portals. Also properties like games, work across 65-70% of the available handsets.

What segments lend themselves better to mobile marketing?

The mobile as a medium is unrestricted in terms of acceptance, and hence as a marketing tool it reaches out to audiences across segments.

What is your take on mobile TV?

The advent of 3G should definitely provide the much-needed thrust for this feature.

How is the gaming market in the country shaping up?

According to the In-Stat report, India’s mobile gaming market is projected to earn $336 million in annual revenues by the year 2009. There is huge potential in the tier II and tier III towns; in places like Kanpur and Visakhapatnam. People there have fewer options for entertainment.