BSNL targeting 24 mn subscribers via mobile advertising platform

To kickoff, Call2Action Communication is investing $10 million and is bringing a whole host of eco-system partners to leverage mobile advertising opportunity

BSNL is planning to increase its services revenue by exploring alternate revenue streams like mobile advertising in exclusive partnership with Call2Action Communication India and is targeting 24 million subscribers from its existing customer base of 110 million subscribers.

Speaking to DigiAnalysys, Ananda Rao, Founder & Director, Call2Action Communication said, “We re planning to start mobile advertising services in partnership with BSNL on August 15, 2018 pan-India and is looking at 24 million  subscribers for mobile advertising by August 2020.

The company is looking at 10 per cent click and then looking at 1 in 200 subscribers for making a purchase decisions added Rao.

This partnership is looking at mobile advertising ecosystem with innovative reward based mobile advertising and promotions platform designed specifically for BSNL. The service delivers rich interactive advertising and promotion content to mobile phones during routine interactions such as calls, SMSs, alerts, notifications and location based services. Subscribers can respond to the advertisement by clicking through web, SMS, survey, call, call back, discount and sales.

To begin with, the company is redesigning MyBSNL app and then will encourage BSNL customers to download the app through proper marketing. Once the app is downloaded the company, BSNL will leverage its ecosystem partners such as: Voxvalley Technologies (OTT voice and chat), ManageMyHealth (electronic health records), DreemAR (augmented reality), gamification (Infomo) and others. The company is also looking for partners in entertainment and education sector. To make all this happen, the company has tied up with Happiest Minds to provide nationwide integration services.

BSNL’s mobile advertising success will depend on how large is the right eco-system partner for Call2Action Communication and also ideal revenue sharing model as presently it is in the exploratory stage. Presently, the three partners get 30 per cent each i.e. 30 per cent for BSNL, 30 per cent for Call2Action Communication partner and 30 per cent to subscribers through loyalty point which can be encashed.   The remaining 10 per cent is used for gamification purpose whose basic purpose is to create a viral for mobile advertising.