Mobile Entertainment: The Future’s Getting Nearer
Mobile entertainment - with its ability to dissect boundaries of time and space - will be a big revenue driver for mobile operators, device manufacturers and media/content owners. Entertainment and media represent the epicenter of the explosive mobile explosion.
Moderator Neeraj Roy, CEO, Hungama.com, initiated the discussion on ‘Mobile Entertainment’ on Day Three of Frames. He said, “Mobile entertainment today is becoming a rather important component in the business of entertainment. The mobile entertainment business last year globally was $12.5 billion. Over the next three to four years, there is significant amount of effort seen going towards enhanced data-driven revenues. It is estimated that the data business over the next four years will be a $124 billion business, out of which, mobile entertainment itself is estimated to be a $42 billion business.”
Roy pointed out that the worldwide theatrical receipts of Holywood stood at $9.2 billion, the video gaming business was at $13 billion, or somewhere around that figure. He noted that a very interesting growth had happened in a limited span of time, and broke down the segment into the four key vectors - music and its derivates; imagery and its derivates; video; and games.
Stefan Rust, Director, Corporate Development & Alliances, Sun Microsystem Inc, and Chairman, Mobile Entertainment Forum Asia, asserted that the above numbers would only be realised if everyone in the value chain worked together and had the consumer in mind when they do work together.
“I mean, $40 billion growing from $10 billion or $15 billion is a two-fold increase over the next four years, and to achieve that, all the players will have to work together. There are large industries that are coming together and we need to find out ways to melt them together, find ways to get large content houses to work together with engineering resources to understand what the devices can do, what the carriers can build for, how they can charge for what the consumers are willing to pay for, and to do that in the most consumer friendly fashion. There is an experience that needs to be delivered to the consumer,” said Rust.
Another speaker contended that slowly but steadily, the convergence of consumer electronics and consumer entertainment was happening. Jawahar Kanjilal, Director, Rich Media, Music & Games Business Programmes, Multimedia, Asia Pacific, Nokia, underlined the great opportunity in the opening up of personal entertainment. While in 2004, Nokia sold 10 million music-enabled handsets, in 2005, the number was 47 million. In 2006, the company expected to sell 80 million of these handsets.
“The pace of change is tremendous and this empowers the end users to create content on the fly. This opens a new distribution medium for music companies on the mobile, and for the broadcasting of events, and photo albums, and this is where we all are headed in terms of capabilities in your pocket,” explained Kanjilal.
Sharing his perspective, Tata Teleservices’ Content & Applications, Vice-President, Pankaj Sethi, said, “There has to be recognition of two things - we need to understand what the consumer needs and then which devices will make that happen. The next leap that was seen to be the future has now become a thing of the past, and the future has become a reality.
The next leap of growth will be the high-end customers. Increasingly, we are seeing and will see that the higher-end customers will be catered to with high-end, and high-technology mobile handsets will have to be made - but without ignoring the lower-end customers.”
If talk is about mobile entertainment, can gaming be far behind? The significance of this genre of interactivity was touched upon in the session by Vishal Gondhal, CEO, Indiagames. Evoking strong faith in the industry, he said, “Gaming will be the biggest source of entertainment, and this really is a no-brainer. In fact, gaming is even bigger than the US Box Office collection. Though prices are currently an issue, higher priced games will be received much better in times to come. For all this to happen in India, Bollywood will lend itself to games, and there will also have to be creative content to take care of the huge demand.”
The Three Cs of developing content for mobile entertainment was a concept introduced by Vishal Gupta, Director, Product Technologies, Qualcomm India and SAARC. Gupta explained that these were ‘consumer experience’, ‘content is king’, and ‘concurrence’ between the mobile players.
As the last speaker in the session of mobile marketing, Arun Gupta, CEO, Mauj, said, “Mobile entertainment opportunity per se is the biggest media opportunity of this country. And mobile screens are slowly emerging as ‘the third’ screen. To overcome the various challenges, India and overseas players will need to work on them together.”
Having a good time with the constant companion - the mobile phone - is an opportunity that’s getting bigger for everyone in the business, and everyone in the audience. Among the various new platforms and techniques that one can expect in an industry that’s threatening to boom, mobile TV and visual radio top the charts. And why not? Everything’s possible, and we’re game.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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