In the opinion of Atul Madan, vice president, mobile advertising, Comviva, the always on, personal, portable and actionable qualities of mobile as a marketing platform enable brands to construct meaningful, interactive exchanges between the consumer and the brand.

“Consumers are migrating to new screens for content and information,” he says, adding, “advertising and marketing need to shift as well.”

Madan said Comviva is facilitating its operators' efforts at offering richer experience to consumers vis-a-vis mobile advertising, by helping them embrace a gamut of offerings from pure text and voice based advertising to video and live TV.

"It is more important than ever to reach consumers where they want, when they want and the way they want,” he opines.

On the other hand, Sandiip Kapur, CEO Promodome Communications, says advertisers would benefit with the new platform, as advertisements can be directed at a targeted audience and also profiling and targeting customers will become much easier.