Mr Gowri Shankar, CEO, SinglePoint, Hyderabad speaks to TelecomTiger about the messaging company’s upcoming business plans for the Indian market.

 Q1 ) There are many players in the Indian market offering similar services. How do you stand apart?

Ans: SinglePoint’s Ad Marketplace called solution “SingleBrand” is a unique Web-based transactional platform for delivering contextual mobile advertising, ranging from pure brand messages to interactive options, such as click-to-WAP, click-to-call and click-to-coupon, all dynamically inserted into the SMS message and targeted to the desired consumer demographic.

This unique SMS advertising service from SinglePoint will increase available inventory, enhance visibility for target marketing and provide detailed reporting to increase the value of mobile marketing campaigns for all its customers.

Above all, we provide ‘marketplace’ to both publishers and advertisers to utilize the platform for their mutual benefit.

Q2) What are your observations for this sector in the Indian context? Where do you see the sector in few years time?

Ans: The mobile advertising industry is growing at a fast pace and is expected to reach $28bn globally by 2013. India, where SMS is ubiquitous and a primary driver of VAS revenues is one of the top countries leading this growth with more than 525 million mobile users. SinglePoint sees a tremendous potential in India and is monetizing this opportunity.

Q3) The whole business model of SMS-based advertising may collapse if TRAI modifies the existing rules and regulations in the country pertaining to SMS services. How do you view such a potential threat?

Ans: We would welcome this initiative from TRAI so that the end users do not receive tons of SMS messages which are generally called ‘SPAM or Bulk SMS’. SinglePoint is targeting only those users called ‘OPT-IN’ who request for some kind of alerts in the form of SMS. So SMS based advertising will grow as SPAM is curtailed and end users & advertisers seem the real benefit of connecting directly to growing millions of mobile subscribers.

Q4) With mobile internet services becoming affordable, the size of WAP platform has increased significantly. Do you plan to foray into WAP medium as well for mobile advertising initiatives?

Ans: Yes, with every mobile phone now sporting a WAP browser, the potential of reaching out to them for mobile advertising multiplies features like ‘click to link’ or display ADs. SinglePoint platform currently supports WAP based mobile advertising and extensively used in US.

Q5) You say that you aim to be India’s biggest SMS advertising player. How do you aim to achieve this and by when?

Ans:  Consumers are becoming more accustomed to receiving news, alerts and interpersonal messages via SMS, the publishers are recognizing a substantial revenue opportunity by expanding their advertising inventory by selling advertising space through SMSs. Ad-Junction, SinglePoint’s premium marketplace of advertisers and publishers, allows publishers and advertisers to come together and match advertisements with inventory, based on demographics and other targeting factors.

We at SinglePoint with a messaging inventory of 20million ad-eligible messages per month are expecting to expand the inventory by 50million and are targeting to deliver more than 25% of the mobile advertising opportunities in India in the first year of operations; and within two years, to become the largest player in India’s SMS advertising segment. Our USP is that we created the marketplace for the inclusive growth for all the players in the ecosystem.

Q6) Are you exploring other acquisitions as well in the sector in India?

Ans: SinglePoint already works in partnership with entertainment, media companies, brand managers, advertising agencies and mobile networks. Current publisher partners include NBC Universal (Bravo, Oxygen, SyFy, CNBC, MSNBC, Telemundo, USA Network), ABC/Disney, Viacom and CBS Corp.

Growing at this fast pace, SinglePoint