Mobile Marketing In India Is Bound To See Downward Spiral In

Growth - Gear Up Or Alternative Mobile Marketing Mechanism.

The surge in startup in recent years and unprecedented surge in

funding in Mobile centric product or application or service triggered

Mobile Marketing segment. Now a day's Mobile Marketing companies

are higher than the startup's in India. The surge in International Mobile

Application companies vying to acquire more Indian user with an

opinion that Indian Mobile Segment is going to see revolution in the

said segment due to explosion in Smartphone adoption and growing

Mobile Internet Userbase. The launch of 4G services by some of the

incumbent Mobile operator whereas the expectation of higher mobile

data usage post Reliance Jio 4G rollout; many entrepreneurs entered

into Mobile Advertisement business including ADSCOOPER ( disruptive

mobile advertisement company).

The flood of companies poured in Millions of $ which they received

from their investor to acquire user to start generating revenue. In order

to show the higher growth to competitors as well as well educated

investor, they went for incent campaign where the user quality is really

low as those users fall in a category which donot have balance. The

Google play number went up for such companies but RoI went into

negative and they started incurring heavy losses. At the same time,

some of the smarter companies went for Non Incent campaign to get

the quality user with higher retention % so that they recover cost

through advertisement as well as few transactions to achieve positive

RoI to justify their investment in Mobile marketing and gain further

investment from the investor.

Many Mobile marketing did many tricks and twist to mint money and at

the end started feeling the pain as investment flow to startup

companies started drying out. Mobile marketing segment is entering

into phase of transformation where retention and viability of user will

dominate. Basis numerous discussion with many Mobile advertisement

companies, I got the confidence that no one thinking out of the box and

just following one another action. In my point of view the blind game

will be over by Sept-Dec quarter in India. ADSCOOPER came out of

alternative Mobile Marketing Mechanism named that "TrakTarget" and

the platform is so seamless that end user is not getting bothered by

endless banner push to notification and others.

It's advisable to all the partner as well as competitor's to think

disruptive which fulfill end user privacy and at the same time give us

enough visibility about the user which in-turn help us acquire user

easily with mind blowing return from the user.