Marketers in India appreciate the importance of mobile but a significant number of respondents lamented the lack of reliable performance metrics as as per the joint research conducted by Warc and the Mobile Marketing Association. A qualitative analysis of comments from those surveyed suggested that a lack of marketer education was also a hindrance, with concerns ranging from a lack of technical understanding to a dearth of proven methods for delivering effective campaigns.

The MMA India report, powered by exchange4media, (in its third year now) is based on extensive research, including the body of mobile advertising work seen in the market, the spends of large advertisers on the medium, spend numbers of top media agencies, figures from service providers, and reference conversations with other prominent mobile players.

The era of mobile is here and we are lucky to witness the way it has seen a sea change and evolved to be an inseparable part of our lives. Today, it is inherently difficult to separate a man and his mobile. According to the FICCI–KPMG Media & Entertainment 2013 report, the rapid increase in mobile and wireless connections is driving the growth of internet penetration in India and its key beneficiaries are new media segments, including internet advertising, online classifieds, and gaming.