Mobile advertising and messaging service provider, Affle has tied up with eBuddy, a mobile and web instant messaging aggregator, getting exclusive rights to sell eBuddy’s mobile advertising inventory in India. The deal will enable advertisers on Affle’s network to reach out to users of eBuddy’s messaging app on various mobile platforms including iOS, Android, Java, in addition to a mobile web app featuring IM connectivity to AIM, Facebook Chat, Google Talk, Hyves, ICQ, MySpace, Windows Live Messenger and Yahoo! Messenger networks.

According to a press statement from the company, brands like Coca Cola, PepsiCo, Hindustan Unilever, Samsung, Maruti Suzuki and others have already run campaigns on eBuddy in India after the partnership was finalized.

eBuddy claims to have reached 100 million mobile downloads and 17 billion messages per month, with 2 million users from India. Some Indian mobile handset makers including MAXX ship their phones with eBuddy pre-installed. eBuddy had also recently launched a real time mobile messaging application, eBuddy XMS, for iPhone and Android.

Ironically, Affle’s own mobile applications are focussed on mobile to mobile messaging.  It offers SMSLive, the next version of its SMS2.0 app, which replaces the phone’s native SMS client & adds additional features, and a mobile to mobile instant messenger called Pinch. In addition to deploying advertisements on its own apps, it also power sells ads on networks of other mobile operators and companies including Airtel, Tata, NDTV Convergence and Mobile ESPN.

Affle is definitely bullish on mobile messaging for ad deployments, but we wonder if users would like it, since their messaging experience will be affected.

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