Airtel –the Largest Mobile Operator in India—and Enpocket Launch the First Mobile (Enpocket) | MMA Global
April 17, 2006

Airtel –the Largest Mobile Operator in India—and Enpocket Launch the First Mobile
Carrier Advertising Initiative

Early results indicate greater ROI than other forms of interactive marketing


Las Vegas, CTIA April 5, 2006 –Enpocket , the global leader in intelligent mobile marketing, today announced that it has been appointed as the provider of mobile advertising solutions on the Airtel wireless network. Early results show that Airtel’s clickable display ads are delivering advertisers lead generation that is up to 6 times higher than other media. 

Under the agreement, Enpocket is providing Airtel with ad serving technology for the mobile internet via the Enpocket Marketing Engine, the world’s most widely used mobile marketing software. The Enpocket solution enables Airtel to offer turn-key mobile advertising opportunities to brands who wish to target India’s high-value wireless consumers. 

RBC Capital Markets, who released the study M-Evolution:  The Wireless Advantage in February, forecasts that mobile marketing revenues in the US alone will reach $1.5 billion by 2010, and have the potential to reach $3 billion globally.  “The mobile operators are best positioned to emerge as the mobile marketing front runners,” said Jordan Rohan, Analyst at RBC.  “They have the reach and own the relevant behavioral and demographic user data, so they can effectively target consumers with value-added marketing.”

Advertisements on Airtel Live! are in the form of graphical or text banners.  Advertisers have several options for delivering a mobile “call to action.”  When a mobile consumer clicks on an ad, the user may initiate a phone call to the brand, trigger a return IVR call, download mobile content, automatically opt in to an SMS or email database, or go to a promotional mobile internet site to learn more. 

"Airtel Live! gives advertisers a convenient, effective way to reach a major cross-section of the country's population, including its most desirable demographics," said Hemant Sachdev, Director Marketing & Communications at Airtel. "We chose Enpocket because their Marketing Engine offers sophisticated campaign management and advanced targeting, which are critical for making Airtel a one-stop shop for advertisers in India."

“The mobile internet advertising initiative at Airtel is not unlike some of the first web advertising deals of the mid-90’s.  This really is the starting gun for advertising in the mobile medium,” said <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mike Baker, CEO of Enpocket. “We are excited to be working with Airtel and helping to define this new marketplace.”<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

About Enpocket
Enpocket is a global leader in intelligent mobile marketing, enabling organizations to foster and maintain valuable relationships with mobile consumers.  Enpocket creates, delivers and optimizes consumer marketing and entertainment programs that combine rich media and advanced targeting. From predictive analytics to engaging MMS promotions, Enpocket's range of technologies and creative services enable big brands to embrace mobile and realize improved campaign returns.

Enpocket provides mobile marketing that works for hundreds of customers, including Vodafone, Sprint, Alltel, Airtel, Singtel, Nokia, Samsung, Panasonic, BenQ-Siemens, Trinity Mirror, TNT, Chrysalis, Clear Channel, Internet Broadcast Systems, Time Out,, Pepsi and Nike.  Enpocket has offices in Boston, London, and Mumbai. To learn more see

About Bharti Tele-Ventures:
Bharti Tele-Ventures is one of India’s leading private sector providers of telecommunications services with an aggregate of over 19.74 million customers as of end of February ‘06, consisting of more than 18.45 million mobile customers. The company is the only operator to provide mobile services in all the 23 circles in India. The company also provides telephone services and Internet access over DSL in 15 circles. The company complements its mobile, broadband & telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. The company is a part of the consortium, which jointly owns and has developed the next generation undersea cable system SEA-ME-WE-4. The company provides reliable end-to-end data and enterprise services to the corporate customers by leveraging its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station. For more information, visit