CIOL:  How is your service different from others'?
AS: The conventional media agencies used the traditional method of buying media, we have moved away from this business model by establishing a network of publishers. At mKhoj, we go a step further to tap on the demographics collated and the psychographics inferred, surpassing other forms of media in terms of precision.

Advertising on mobile is just a click away at mKhoj. We have the expertise of running over a 100 campaigns. We are modern in our approach and have evolved a business model that not only is an advantage to the advertiser but also to the publisher (the owner of the website who displays our ad when a consumer is surfing his website through his mobile).

The advanced analytics at mKhoj helps the advertiser to measure every action of the consumer. mKhoj recognises that each customer is different and leverages that uniqueness to customise the message they get resulting in dramatically higher ROI for the brands.

We give our clients tremendous flexibility in terms of call to action like click to call, click to video, click to lead, click to download and other degrees of interactivity.

CIOL:  With the entry of 3G spectrum and TRAI loosening its stand, what would be your future plans?
AS: We are excited about the entry of 3G spectrum, which promises to increase the Internet speed. The operators will push in more variety of plans and this would result in the increase of mobile usage. This would in turn result in bringing in high benefits to brands that would find mobile the only medium to reach their specific target audience.

CIOL: With more and more VAS players entering the scene and with lots of small players, how tough is the competition?
AS: Mobile advertising is the latest form of advertisement and we have an edge - the first mover advantage. While most of them are still figuring out how best to leverage the potential of the industry, mKhoj promises over 500 million impressions a month.

mKhoj, being the pioneer of sorts, has ensured that the advanced technology at mKhoj provides the advertisers the benefit of reaching its target audience in the simplest possible manner.

CIOL: Future initiatives of mKhoj?
AS: Social networking is the buzzword in India and mobile has been the best form to stay in touch. Mobile is a handy tool, which is with the consumer on a 24 hour basis. It's a face to face rather than a one to many such as television or any other form of print medium.

mKhoj will soon launch specific offerings for advertisers and publishers, who want to leverage social networking paradigm. We are developing an exclusive strategy for devices such as iPhone like devices that are the future of smart phones in India. With social media and iPhone like devices being the buzz word mKhoj is not far off in being a part of this unprecedented growth.