Since India houses more than 270 million users, the advertisers are now looking towards encashing the potential of cell phones as a campaign tool. Experts predict that the investment in this medium is going to increase by at least 10 to 12 times in the coming five years to touch the Rs 500 Crore mark. Advertising through mobile phones is presently Rs 40 Crore industry in India. It is estimated that if telecom firms offer unhindered internet access at cheap rates along with standardization of regulations, then this industry can grow by nearly 12 times.

Gopala Krishnan, the head of Mobile2Win corporate development and strategy which is a digital and mobile entertainment firm, confirms, ‘In the next five years we are expecting the mobile advertising sector to reach a turnover of Rs 500 Crore.’ Narasimha Suresh, the CEO of Telibrahma which is a mobile phone advertising firm, explains that all these cash will come from assimilation with below-the-line (BTL) budgets, retail budgets and the digital budget. However, there are some hitches being expected too such as the expensive cost having internet services on mobile phones and unequal sharing of revenue between telecom service providers and advertisers.