Airtel

Airtel Chooses Enpocket to Launch First Mobile Carrier Advertising Initiative

Background

With analyst estimates forecasting mobile marketing potentially reaching $3 billion by 2010, mobile operators are well-positioned to be at the forefront of this marketing medium.  Airtel, India’s leading provider of telecommunications services, with more than 18 million subscribers, sought to take advantage of this significant market opportunity and turned to Enpocket to provide mobile advertising solutions and technology on the Airtel network.

Objective

• Provide advertisers with mobile display banner advertising on Airtel Live!

• Target mobile subscribers with relevant offers from brands

• Put Airtel’s advertisers’ messages in front of the right consumers

Solution

Enpocket is providing Airtel with ad serving technology for the mobile Internet via the Enpocket Marketing Engine, the world’s most widely-used mobile marketing software.  The Enpocket solution enables Airtel to offer turnkey mobile advertising opportunities to brands that wish to target India’s high-value wireless customers.

Advertisements on Airtel Live! are in the form of graphical or text banners.  Advertisers have several options for delivering a mobile “call to action.”  For instance, when a mobile consumer clicks on an ad, the user may initiate a phone call to a brand, trigger a return IVR call, download mobile content, automatically opt-in to an SMS or email database, or go to a promotional mobile Internet site to learn more.  Airtel Live! gives advertisers a convenient way to reach a major cross-section of the country’s population, including its most desirable demographics.

Enpocket’s sophisticated campaign management and advanced targeting help make Airtel a one-stop shop for advertisers in India trying to reach the mobile consumer.

Results

• Clickable ads are delivering advertisers lead generation that is up to six times higher than other media

•  Air France promoted its special summer fares with location-based discounts served to mobile users based on their gateway cities.  The campaign generated 32,000 clicks in 50 hours

• ICICI Bank mobile ads generated a seven percent click-through rate (CTR).  20 percent of users who visited the microsite submitted details for call back