Business Daily from THE HINDU group of publications
Friday, Apr 04, 2008
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Friday, Apr 04, 2008 ePaper | Mobile/PDA Version |
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Info-Tech
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Telecommunications Marketing - Events ‘Mobile revolution to throw up challenges for media planners’
“If YouTube is big, 3G services here will redefine the space. YouTube will pale into insignificance in the next few years with India user-generated content.” Our Bureau Goa, April 3 By 2010, India will have 500 million subscribers of mobile phones, which will emerge as the single largest durable in the Indian market. Growing subscriber baseBreaking up the statistic, Mr D. Shivakumar, Vice-President and Managing Director, Nokia India, said of the 500 million, 60 million would have video capabilities, 10 million music, 200 million radio, 250 million camera capabilities, while 250 million will have net connections. Having said that, Mr Shivakumar posed a dramatic question to the audience comprising several senior advertising agency heads. “Are media planners even thinking about this?” He was delivering the keynote address at the GoaFest advertising conclave here on Thursday on what value the advertisers expect from their creative and media agencies. Mr Shivakumar said that once 3G services get going in India, almost any service delivered physically can be delivered through a mobile phone, be it education or entertainment. “If YouTube is big, 3G services here will redefine the space. YouTube will pale into insignificance in the next few years with India user-generated content.” On changesTouching upon the change between clients and agencies, Mr Shivakumar said that today, client asks a consultancy for strategy, not an agency. “That’s not good news, as the agency has a wealth of information on the brand and the consumer.” The respect for each other too has changed. Every business in the last decade has become fragmented and relationships are most transactional. Accountability to a brand’s growth too will be lost as organisational structures change. However, what has not changed is that very few agencies are investing in training, salaries are low, time management is still an issue, while research still remains an enemy of creative. Advice for Agency headsHe had some advice for the agency heads — be true to the brand, not to the client, be an active partner in addressing brand issues and be accountable for the brand. Clients, in turn, have to be clear with their brief, listen to the agencies and appreciate their effort. Mr Shivakumar’s session was followed by several other sessions involving both clients and agency heads continuing the clients versus agency debate. DelegatesThe GoaFest begins on Friday with at least 3,000 delegates from various ad agencies expected to show up for seminars to be addressed by seven international speakers. The Abby awards of the Ad Club Bombay will be given out on Friday, followed by the media awards on Saturday. More Stories on : Telecommunications | Events | Advertising
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