Madison World and OnMobile partner to launch mobile marketing firm, Kabuza Marketing

By afaqs! news bureau , afaqs!, New Delhi | In Digital | December 08, 2010
Kabuza Marketing will be a 50:50 joint venture between the two companies.

Madison World has partnered with OnMobile, a telecom value-added service provider, to launch a mobile marketing firm, Kabuza Marketing. The mobile marketing firm will be a joint venture, in which Madison World and OnMobile own 50 per cent stake each.

Kabuza Marketing will offer a variety of mobile marketing services in the Indian sub-continent. In an official communiqué, Arvind Rao, chief executive officer, chairman and co-founder, OnMobile, says, "This joint venture is one of its kind and has the potential to revolutionise both the mobile VAS and the traditional marketing functions."

He adds, "With the onset of 3G, this venture will open up newer opportunities for more impactful marketing campaigns. It will successfully leverage the mobile reach, installed infrastructure and telecom operator relationships of OnMobile; and the marketing and advertising capabilities, client base and market presence of Madison World. "

Sam Balsara, chairman and managing director, Madison World, says, "What excites me about mobile is its interactive, personalized and always-on attributes, accompanied by unbelievable reach in numbers (more than 600 million)."

Balsara states that the total advertising market in India is restricted to about Rs 20,000 crore; whereas the potential opportunity to sell products and services and conduct commerce through mobile is Rs 200,000 crore.

"Our attempt is to tap into this opportunity, which should provide top marketers a cost-effective distribution channel, bring in a lot of long tail businesses, in addition to large marketers into the gamut, and provide consumers a convenient option to order and pay for products and services, through the comfort and convenience of their very own mobile," he explains.

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