Tata Indicom, Mast Mobile Media in mobile advertising initiative

Tata Indicom Mast Mobile Media Pvt. Ltd., an India-based
mobile entertainment company, announced the readiness of its mobile advertising solutions on the Tata Indicom network.

Mast Mobile Media will provide Tata Indicom with ad-serving technology for its Brew and WAP data services via its advertising engine, licensed from eMbience Inc for the Indian market.

eMbience's platform enables authoring, porting and serving interactive downloadable advertisements across mobile devices.

Tata Indicom will offer this advertising on its soon-to-be released digital music download service. Subsequently, advertising opportunities will be enabled on all Tata Zone applications.

"The mobile phone is a device which has the two-pronged advantage of being ubiquitously mass, and at the same time, an interactive one-to-one medium," says Pankaj Sethi, president, value added services, Tata Indicom.

." On its strategy for launching advertising with the digital music download service, Sethi says, "The music player is a sticky application where users will come back to play their music. These kind of applications will fulfill advertisers' needs to keep their customers engaged through multiple interactions."

Says Dr Nimish Srivastava, founder, Mast Mobile Media, "The mobile is the most personal device in the hands of the customer. Snacking on mobile content has become the latest fad, and is here to stay. Interspersing non-intrusive, enticing advertising, during the snacking experience is a highly effective means for brands and advertisers to both connect with consumers and track their behaviour. We are excited to be working with Tata Indicom on this new and innovative initiative."