Mobile Conversations 2008: How brands create communities on the mobile

By Kapil Ohri , afaqs!, Bengaluru | In Digital | September 29, 2008
Sanjay Vijayakumar presented a case study on how brands are using the MobShare site to create a community around photo and video content

The & #BANNER1 & # first case study of the day at Mobile Conversations 2008, held in Bengaluru on Friday, was presented by Sanjay Vijayakumar, cofounder and chief executive officer, MobMe, a Kerala based mobile media and entertainment company.

MobMe runs a website called, also available on mobile at The site allows a user to share photo and video content among his friends through his mobile and the website. It also enables the user to create a network of his friends on the website.

Sanjay Vijayakumar
Vijayakumar began by pointing out that according to comScore's m:metrics report released in June 2007, photo messaging is the second most popular activity on mobiles in various parts of the world, after text messaging.

He talked about his company's association with, a news portal owned by the Network18 Group. MobMe empowers the Citizen Journalism section of the site and enable viewers to click photos from their mobiles and share them with

He said, "People have a tendency to take photos and then ignore them or delete them. They don't use the photos they take from their mobiles. Through the Citizen Journalism initiative, we have provided them a way to share the photographs they click." also allows brands to create customised mobile channels, create a community around them and share content with members.

Vijayakumar said MobMe tied up with the Kolkata Knight Riders and requested film actor Shah Rukh Khan to take photos during the IPL cricket matches and upload them on The photographs were also uploaded on the website.

He said, "The photos uploaded on through MobShare brought 60 per cent of the traffic on the site. Around 15,000 mobile users registered with the site to receive images on mobiles through MobShare."

Vijayakumar pointed to several brands that have created a community on MobShare. Kingfisher has created a channel to popularise its yearly calendar among the youth and it sends updates about hot models to its members. Automobile magazine AutoCar has launched an interactive channel on MobShare to showcase and share auto related videos; it has also created a community around the AutoCar brand. Similarly, Zoom TV has launched a channel to share videos with the youth on mobiles.

MobMe has also set up Bluetooth enabled zones called BlueZones at various locations. These allow users to share content such as ringtones and wallpapers through mobiles. Vijayakumar told the audience that MobMe has set up BlueZones for Café Coffee Day, Pizza Corner, Lifestyle, McDonald and Planet M.

Mobile Conversations 2008 in Bengaluru was presented by afaqs! and MyToday in association with mKhoj.