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Mogae Media Launches Mobile Creative Agency Mobocracy; Airtel Deal

Mogae Media, the mobile marketing agency of Mogae group, has launched a mobile creative agency Mobocracy, reports Afaqs. Based in Gurgaon, the company claims that this is India’s first single window mobile creative agency.

Through this agency, Mogae intends to offer mobile web design services to brands to help them reach their target audience across various mobile platforms including iOS, Android, BlackBerry and various other screen resolutions of feature phones. The company stated that it will focus on mobile browser capability and mobile WAP optimisation by using optimised graphics while designing these mobile websites. Mobocracy claimed it will help brands set a realistic ROI target for the mobile platform, develop a mobile strategy and provide a technical back-end to enable a functional visual front-end.

Mogae Media- Airtel Deal: In January 2012, Airtel had outsourced its advertising inventory management to Mogae Media, allowing the company to sell advertising space on mobile, DTH and broadband services, as well as manage special offers, discounts and freebies for its mobile commerce business. Following this, Airtel had launched a mobile advertising platform enabling advertisers to manage their campaigns, share reporting and analytics. This platform offered ad slots in the company’s mobile internet (WAP), “messaging services” and Airtel digital TV, and it claimed that the platform offered “massive reach in a high impact burst which could be delivered in just a few hours using touch points such as end of call notifications, recharge notifications & Digital TV guides.”. While it was not officially announced by Airtel but it was likely that Mogae Media will be managing inventory on Airtel’s platform.

Similar developments: Last week, online and mobile advertising provider Httpool which focuses on emerging markets, had rolled out a self-serving online and mobile advertising platform called AdPlatform. The company said this platform will offer agencies, advertisers and publishers an integrated ad platform comprising of free ad solutions, ad exchanges, multiple partner networks and an optimisation system.

Before this, Ozone Media had forayed the mobile advertising segment by signing a deal with Times Internet Limited (Indiatimes*) in April 2012, as their exclusive sales partners for IPL 2012 WAP, Android and Blackberry Applications. Mobile messaging and advertising company, Affle, had partnered with Samsung to launch a co-branded cricket focused site called  ’The Cricket Hub‘.

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Other players in this space include InMobi which had recently shifted its focus back to India, VServ.mobi, Komli, Blyk, Flytxt, Celltick which had launched its Indian operations in November last year and Netcore which had acquired the mobile marketing company Ravience in October 2012. Capital18 and Webchutney backed ad network NetworkPlay was also acquired By Bertelsmann group’s media company Gruner + Jahr.

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