Palm Beach, FL 5/23/12 (StreetBeat) -- India represents one of the hottest mobile advertising markets in the world. Research by industry expert InMobi over the last two years continues to show steady growth trends that are accelerating each year. In a 2010 report, James Lamberti, VP of Global Research & Marketing at InMobi, said "The Indian mobile advertising market continues to show rapid growth due to the improving ad ecosystem. Major publishers are bringing their media into the mobile channel while brands are simultaneously discovering the power of mobile advertising. This healthy ecosystem along with 3G network infrastructure improvements will position India as one of the most influential mobile markets on the globe".
InMobi certainly knows what they are talking about. The five-year-old Bangalore mobile advertising company recently attracted $200 million in funding from Japanese Internet giant Softbank in a placement that outsiders figure values InMobi at close to $1 billion.
Mobile campaigns are feeling a boon in the region unlike anywhere else in the world, with the mobile medium outstripping online advertising by more than three-fold.
The reasoning is pretty simple. As an emerging market, more sophisticated phones by mainstream brands have now penetrated the countries. In addition to the huge organic growth of mobile internet users, these popular handsets further promote usage and visibility in advertising by bundling applications like Facebook (Nasdaq: FB), Foursquare, Angry Birds, Flickr, and more.
Mobile devices are not a fad. They are the future of internet usage because accessing the web is far more convenient as compared to a PC. By the end of 2012, some experts predict that the number of mobile internet users will more than double that of PC internet users in India. The paradigm shift is in full swing and there are limited companies here in the U.S. that have established roots in the Indian markets to capitalize on the burgeoning mobile advertising field.
Firefish, Inc. (OTCBB: FRFS) is the mobile advertiser of choice in Mumbai city due to its large and highly segmented database, which currently has 2.5 million numbers in Mumbai. With its legacy programs advertising everything from jewelry to health services to consumer electronics, Firefish has even conducted mobile advertising programs for political organizations and religious institutions. The company's portfolio of services includes multi-city and nation-wide mobile advertising campaigns.
Engaging the targeted demographic is the key to success in any campaign. Firefish designs high-recall, high-engagement mobile advertising campaigns and provides detailed campaign delivery reports and analysis; setting them apart from competition and earning repeat customers.
Firefish's online platform allows retailers to log into their account, choose a consumer segment to send their advertising message to selecting age, gender, location and income levels, compose the advertising message to send, personalize the message via addressing the consumer by name, and schedule the message for later delivery. Retailers can also pay online. In addition, retailers can also call Firefish to fully manage their advertising campaign.
A diversified firm, Firefish also offers educational services to young learners and young adults in India, including the English Olympiad - an annual English competency program and competition for young learners. The company also owns online social networking platform www.ionisee.com. Ionisee.com offers all of the traditional features of social networking, with additional features that include the ability to communicate extensively with the platform over mobile phones and the ability to communicate with others in many languages.
With its primary launch area of Mumbai gaining momentum, Firefish has plans to expand its range of marketing and education services to the top 25 Indian metropolitan areas, which have in the aggregate more than 200,000,000 people.
Because the deal-flow is starting to roll-in, we are taking a closer look at Firefish. In March, the company reported two new orders from the government of Chhattisgarh, a state in central India, for books and services. The orders are being executed in partnership with the Cambridge University Press and total about $170,000 for the Firefish coffers. This week, the company disclosed that it has been selected as a marketing partner by the International Institute of Financial Markets (IIFM) for their nationwide marketing campaign. IIFM services are used by several of the premier trading companies in India.
The company is looking for liquidity, as shown by a recent 10 for 1 forward split in an attempt to create more robust trading activity. Combining the new orders, expanding business model in a massive market and corporate efforts to generate liquidity, is the reason that we encourage our members to begin their own due diligence on Firefish, Inc. and promptly add it to their watchlist.
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