Airvoice introduces new technology, mobile users to get paid to hear ads on their mobile

Mumbai: A new player in the mobile advertising segment, Airvoice Infocomm Pvt. Ltd, says it is confident of changing the trend in mobile advertising. It has introduced a technology, which allows subscribers to listen to 10 to 15 second advertisements before connecting to the number they call.

What's more, subscribers will earn money for every call they make - a win-win situation for the telecom service providers, advertisers and subscribers. As the subscription is at the user's choice this model is said to be non-intrusive.

Expected to be launched first in Chennai by mid-2008, the technology works by integrating the mobile switching centres of telecom service providers with the technology created by Airvoice that allows a smooth transition between the advertisement and call.

This service is subscription-based and will offer several options to subscribers in terms of the type of advertisements they wish to hear, time in which they would want to hear and also the option to skip an advertisement.

According to Frost & Sullivan, ''India offers an unprecedented opportunity for telecom service operators, infrastructure vendors, manufacturers and associated services companies. India has already crossed the 250-million subscriber mark and as per government targets should be 650 million by 2012.''

This means that mobile phones are emerging as the most influential communication tool. Many companies have realised the potential of this medium and have tested pilots for advertising. The success rates are very good but a tool to gauge the definitive response rates is still lacking. Also, companies cite limited level of interaction and bandwidth issues as primary hindrances to the growth of text-based advertising systems. They are looking for ways through which technology will enable them to communicate their ideas and thoughts better.

Currently, the mobile advertising market in India is dominated by text-based messaging services. In 2007, industry estimates peg the total value at Rs25 crore, and growing at a staggering 250 per cent. Airvoice, currently, has no direct comparison as it offers advertisements in voice and its technology model is completely different. This allows Airvoice to appeal both to the subscribers and clients.

''Airvoice's mobile advertising platform has been designed to benefit all the stakeholders,'' says R Ayyappan, chief executive officer, Airvoice Infocomm India Pvt.Ltd. ''For telecom service providers, it will help increase their subscribers' minutes of usage and also help focus on building relationships so that they can get a maximum share of subscriber spend.

''For advertisers, it is an innovative platform to engage with their prospective or existent customers. For subscribers, it is an opportunity to experience the next wave of technology. With a patented technology, we have ensured the elimination of competition in the market.''

Airvoice's service is a boon to advertisers who are struggling to use the mobile phone as a potent advertising medium. It is a great opportunity for TSPs who can now earn more revenue per call. It is a welcome relief to subscribers who are tired of meaningless and non-interactive SMS-es they receive as advertisements.