We posed six questions to senior execs in three companies in the mobile marketing/SMS business about what will happen once TRAI's SMS Spam guidelines are enforced, what they wish TRAI had done differently, and also on whether they viewed the Bulk SMS business which brought more advertisers to SMS but also resulted in spam as a positive or negative. Here's what they said: MediaNama: Post the SMS Spam regulations, where will the Mobile Marketing money shift? Will it remain in SMS, or will revenue come from another source? VV Raju, Founder & CEO, Way2SMS: The focus will shift from Push based services to Pull based services. Advertisers may have to use other media such as Internet and Mobile web to pull the consumers to land on their service. Services such as Click to Call will make BFSI Call centers busy. Out bound telecalling will turn to inbound to sell their services. Money will shift to internet and mobile web. We could also see more innovation from the front line SMS players to build alternate revenue sources. Abhijit Saxena, CEO, NetCore: SMS will always be a key source of marketing on mobile. Other sources will definitely come up as well, but not necessarily at the cost of SMS Raj Singh, MD, 2ergo: If (and that is a big IF) the regulations are effective in cutting down spam then clearly two things will happen 1) smaller database set available and 2) higher cost to send. Significant demand will remain in SMS, as it’s the simplest…
