Tata DOCOMO, the
Mobility and Business Services brand of Tata Teleservices (TTL), today
announces the launch of what it claims is its unique mobile advertising service platform –
GET (GetEasyTalktime). It is in partnership with mAdcall Pvt Ltd,
a leading player mobile video advertising solution and managed services.
The application enables video advertising on mobile and is christened
GET EASY TALKTIME (GET).
GET allows mobile users to choose when or where
they want to view a video commercial on their phone, and get gratified
with one free voice minute for local or national calling to landlines or
mobiles for each advertisement that they choose
to view.
This is the first time
in India that such an innovative service offering is available on the
GSM as well as on CDMA network and is currently compatible with Android,
Java, Symbian and Blackberry. This can also
be accessed over Wi-Fi. Users are offered free voice minute, per advertisement viewed
to both prepay and postpay customers using data enabled handset. This
application has scored well with the mobile users, which is evident from
the Google Play
Store Rating of 4.
“As advertisers seek
newer avenues to communicate with their target audiences, the mobile
device offers very ubiquitous, highly measurable and focused engagement
platform. Tata DOCOMO is known for providing innovative
and new services that appeal to our rapidly growing customer base. In
an increasingly cluttered advertising environment the GET service will
provide our customers targeted opportunities and facilitate brand
engagement possibility at personal level. With the
ever-increasing rate of adoption of mobile internet and rapid change in
user preferences, we are confident that mobile advertising will very
soon complement the traditional forms” said
Mr. Harsh Saxena, Head Marketing - Non-Voice Services, Tata DOCOMO.
“Advancements in handset technologies, coupled with
the proliferation of sophisticated applications has grabbed everyone's
attention these days. By putting people at the center of everything it
does, HTC pushes the boundaries of design
and technology to create innovative and personal experiences for
consumers around the globe. We are proud to be one of the first ones to
be associated with Tata DOCOMO GET that has offered so much, to so many,
in such short a time." said
Mr. Manu Seth, Head Marketing – HTC India.
In addition to the benefits of traditional media, Tata DOCOMO GET mobile advertising service presents a unique
opportunity for brand advertisers to engage with customers on a personalized level, which can be measured in transparent manner. Mobile users opting for the service will
not incur any data usage charges while using Tata Docomo 2G, 3G
connection. This facility works in Wifi environment as well. The
advertisement will play on the handset without buffering on 2G, 3G or
CDMA network. Users will be instantly rewarded with
one minute of local or national talk-time for each advertisement
viewed.
“Fastrack is a consumer
brand and it makes ample sense for us to be on the medium that our
consumers associate themselves with- their mobile phones. Since we look
at a user group of 16-24 as our consumers, the
decision to reach out to them through their phones is a step in the
right direction. With Tata DOCOMO GET we have been able to reach out to
users in a lot more targeted, efficient and cost effective way” said
Ms. Simeran Bhasin – Head Marketing – Fastrack
Using
a more personalized medium like the mobile phone platform, is
interesting as compared to print, electronic or digital platforms, as
the messages are controlled, efficient and measurable.
It is a double benefit for advertisers as well since it provides
accuracy of data as to who watched the video and when! Importantly, the
mobile users are not offered any ads if they are trying to make
emergency calls, given the nature of the call being made.
Also no ads are offered while making calls to toll free numbers,
international calls or while in roaming in off-network locations.
To activate ‘GET’, Tata DOCOMO users using data enabled handsets can send an
SMS with keyword “GET” to 52323 or by simply giving a missed call
to 52323 post which a download link is sent to the customer through
SMS, which needs to be clicked upon to download GET. Tata Docomo
customer can also download GET from Google Store Play
on Android phones, from Ovi Store on Nokia Symbian S60 phones, or using
Opera browser.
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