Mobile marketing in India: Findings from the IAMAI Mobile Marketing Summit 2013

Preeti Chaturvedi

Few marketers would disagree that mobile is an increasingly vital channel in India – but the rapid evolution of the country's telecoms sector means getting to grips with this medium can be especially daunting for brands.

However, several speakers at the Mobile Marketing Summit – an event organized by the Internet & Mobile Association of India (IAMAI) and held in Mumbai in late 2013 – helped add some clarity by discussing the ways in which this format is developing, and possible techniques to tap into these trends.

Mobile by the numbers

As of December 2013, there were 103 million mobile internet users in India, according to IAMAI's estimates. Looking ahead, Aman Malhotra, digital marketing head at consumer electronics giant Samsung, predicted that figure will swell by more than 60 million users over the course of this year alone. "There will be 250 million internet users by the end of 2014, and 65% of them will be through smartphones," he said.