INDIA: THE NEXT MOBILE MARKETING FRONTIER

With a population of over one billion, it was only a matter of time until India emerged as a major market for mobile marketers, and now in 2017, there are many reasons to believe that India is finally a prime target for advertisers. According to Mobile Ecosystem Forum, after seeing an increase of 15 percent growth in Q4 of 2015, India beat projections by two years, and surpassed the United States as the second largest market. Because of this Indian mobile surge, prominent mobile marketing companies are already staking their claim to the market by opening offices in the region.

“With the rapid growth in the country, we saw the immediate need to open an office in Bangalore, the Silicon Valley of India.” said Matthia Lesch, CEO and Founder of TAB, a leading global digital advertising company with headquarters in Berlin. In August of 2016 we hand-picked industry veteran Ravi Shankar to lead our efforts in the country. As a result, we have seen immediate success, earning major clients including Make My Trip, Groupon India, and Uber India.”

A prime reason why India lagged behind much of the world in the mobile marketing sector has always been that while the population is so large, the number of those individuals that owned smartphones has always been relatively low. But between the months of April to June of 2015 alone, 26.5 million smartphones were shipped to India, up 44 percent from the year prior.

“The change that we have seen over the past few years has been nothing short of amazing. When TAB approached me with their plan to make India a major focal point of their business, I knew right away that I needed to be a part of this,” Said Ravi Shankar, Senior Agency Business Development Manager at TAB. Mobile Ecosystem Report stated “worldwide smartphone sales in 2016 fell to single digits for the first time ever and according to Gartner, India’s market has bucked this trend, with a to a staggering 22% ahead of market average.”

Most countries that are considered major mobile markets obviously have high usage of internet access through mobile phones, but the major form of access to the web is still the computer. However, in India, that is not the case. In India, 60 percent of internet users accessed the web for the first time through their smartphone, and half of India’s internet users accesses the internet, solely through mobile. It’s clear from looking at these statistics, that India has cemented its place in the mobile advertising landscape, but if you have been leaving India off of your target geos, it may be time to rethink your mobile strategy for 2017.