In India, Mobile advertising is undergoing a change today or, rather, we should say is being forced to undergo a change. Advertisers are using this new digital medium to do what they were historically doing through mailers and print with a small difference in the cost involved and marginally improved targeting. This has led to mobile advertising becoming synonymous with spam SMS.

It is possible to buy sms as bulk with bandwidth based pricing instead of paying for every transaction. The capacity can reach 100 transactions per second with favorable pricing. All this has led to a position where subscribers can receive tens of marketing messages per day. No wonder criticism is increasing and TRAI, the regulator, is requested to make changes soon. The need of the hour is to build brand credibility and make it a worthy value proposition for the consumers.

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