Anantha K., a 28-year-old software engineer, was pleasantly surprised when he received a message on his handset from a travel website offering discount deals, even as he was surfing a similar site on his BlackBerry. The ad Anantha received could be an indication of how mobile advertising companies are trying to target customers in India — tailoring their ads to meet the specific needs of the customer. With a subscriber base of nearly 300 million users in India, cellphones are potentially a strong medium for reaching out to customers, particularly through targeted messages — though experts say it may be a year or two before this business really takes off. Investors and advertisers are interested but are yet to fully explore the medium. Efforts are on to see that it becomes a viable advertising medium without violating a...
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