The closest we got to location-based marketing was when we looked at commercial applications of cell broadcasting in the course of the public early warning work in the Maldives. Our constituents do not have fancy phones, but no harm keeping an eye: For retailers, these games and apps offer a new form of mobile marketing that goes well beyond a minibanner ad by rewarding consumers, individually, for their loyalty. And unlike paper cards, stores can use the data they collect from people’s cellphones to learn more about who their customers are and how they behave. No one in advertising has ever been able to figure out how to do “one-to-one, real-time marketing,” said Drew Sievers, a former advertising executive who is now co-founder and chief executive of mFoundry. “The mobile phone is where that will actually probably happen.
Reliance was at the presentations we made on teleuse@BOP3 results about awareness, trial and use of more-than-voice applications on mobiles. We can only speculate whether our results were used in the design of the services described by The Hindu: RCom is launching three initiatives — BharatNet plan, Grameen VAS and M2M (Machine to Machine) solutions — under its rural drive. BharatNet plan is a high-speed wireless Internet service in over 20,000 rural locations across India and will address four million PC users in rural India. A high-speed variant of the Reliance NetConnect service specifically designed for rural and sub-urban markets, it will offer speeds of about 153 Kbps, which is 4 to 8 times the current dial-up speed of wire-line services. BharatNet is being offer at Rs.