What you see is what you GET with Tata DOCOMO mobile advertising

BANGALORE, INDIA: Tata DOCOMO announces the launch of its unique mobile advertising service platform: GET (Get Easy Talk-time). It is in partnership with mAdcall Pvt Ltd, a sister concern of Astute Systems.

The application enables video advertising on mobile as well as 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.

Harsh Saxena, head of marketing non voice services, Tata DOCOMO, said: "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."

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. Also no ads are offered while making calls to toll free numbers, international calls or while in roaming in off-network locations.