Netcore founder Rajesh Jain said yesterday that the company plans to combine the Voter ID card data, which is available with political parties and the election commission for micro-targeting of mobile marketing. Jain, who is a key member of the Friends of BJP, and has also backed right-leaning news website Niti Central, mentioned that the idea came to him while in Delhi for three weeks, "helping with the campaign". Speaking at the IAMAI's Mobile Marketing Summit yesterday (we were watching the live web stream), he said that lakhs of people turn up at rallies, and leave, and no one has any idea of who these people are. His idea: "What if you get them to SMS the voter ID card number on a long code, on a number, where you can use the voter ID to pinpoint the person on the electoral rolls with are available with the party workers locally, and also available on the election commission website. The key idea here is that the voter ID plus the mobile number is the double KYC (Know Your Customer). The Voter ID has very good KYC, and the mobile number does lead to a genuine person. You get a unique geo-identity. You know who the person is. You have name, address, location, age, gender, all of that, from the voter rolls. Because of the SMS, you have a confirmation, which you can then use for continuing engagement." This not only allows political parties to know who has attended, but more…
