wordpress blog stats
Connect with us

Hi, what are you looking for?

Google Gets Into The Push SMS Business In India, Takes On MyToday, SMS Gupshup

(To subscribe to the MediaNama channel, use this subscription form or SMS ON MEDIANAMA to +919870807070)

Google is making a habit of entering market segments in India that others have spent time and effort and money evangelizing: they did that to local language search and local business listings search, and now are trying to grab a piece of the Push SMS subscription pie. Via an email from a kind reader, we were informed about the launch of Google SMS Channels. Digital Inspiration had also written about it.

At the time of posting this, there are already 242 channels live on the site, many of them user created. As a publisher, or a sender, it’s a fairly simple process for creating an alert – just choose an available keyword, verify your mobile number, add an RSS feed as a content source, and you’re good to go.

The numbers, the numbers, the numbers
As we’ve mentioned earlier, the Push SMS business suffers from a problem of plenty – the more the number of users, the higher the cost. We’ve heard that bulk SMS rates have been coming down, and though none of the publishers or bulk SMS providers have confirmed this, we’re told that they’re now lower than Rs. 0.05 per SMS, or around $0.00108 (at Rs. 46.31 to the dollar).

If Google were to send as many as 10 million SMS per day, it amounts to a cost of Rs. 18.25 crores per year, which at the current conversaion rate is around $3.96 million. If the Rupee strengthens, then at around Rs. 40 to the dollar, it is around $4.56 million.

Advertisement. Scroll to continue reading.

Do note that MyToday and SMS Gupshup claim that they’re sending more than 10 million SMS’ per day.

The monetization?
MyToday and SMS GupShup have tried to monetize the service with advertising. Netcore (MyToday) MD Rajesh Jain, in particular, has been evangelizing mobile marketing quite aggressively over the past couple of months, at several conferences. He’s coined a phrase called “Invertising”, or Invited Advertising. According to his calculartions, the Mobile Marketing business can be Rs. 1000 crores (around $215 Million) per year in 2 years – with Rs. 600 crores ($130 Million) from Invertising, Rs. 300 crores ($65 Million) from SMS advertising and Rs. 100 crores ($20 Million) from WAP advertising. Of course, there are a number of assumptions involved with the estimation:

Click on the image for an expanded view, or take a look at his presentation here (PDF). What I’d like to know is – what are the current CPM and fill rates for MyToday and GupShup?

The Search-Alert Opportunity
Mobile content and search startup Zook has already implemented alerts around their local search results. Sameer Shisodia, founder of Zook informs us that they are enabling SMS alerts related to local business search results. For example: for a query “Shoes Deals”, one  can select a city (Bangalore), and set up alerts for those. Google provides a similar service with RSS feeds for Google News Search results; They can monetize by incorporating SMS alerts for local business search, like Zook. However, Zook doesn’t appear to have an option for publishers.

MediaNama Channel
We’ve created a channel for MediaNama, which you may subscribe to:
— via this subscription form
— Or, via SMS: send ON MEDIANAMA to +919870807070

As and when we post updates, you will receive a WAP push as an alert, via SMS.  We already have a WAP site up – just visit medianama.com from your mobile handset.

Advertisement. Scroll to continue reading.

Related:
Analysis of the Cost of Push SMS Services

Written By

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

Views

News

Due to the scale of regulatory and technical challenges, transparency reporting under the IT Rules has gotten off to a rocky start.

News

Here are possible reasons why Indians are not generating significant IAP revenues despite our download share crossing 30%.

News

This article addresses the legal and practical ambiguities in understanding the complex crypto ecosystem in India.

News

It is widely argued that the PDP Bill report seeks to discard the intermediary status of social media platforms but that may not be...

News

Looking at the definition of health data, it is difficult to verify whether health IDs are covered by the Bill.

You May Also Like

News

Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...

Advert

135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...

News

Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...

News

By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Name:*
Your email address:*
*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ