According to a recent forecast by global messaging firm Acision, mobile messaging is expected to grow into a USD billion revenue business by 2011. The growth is primarily driven by markets like Chinindia and North America. India with its huge mobile subsriber base of 200 million is a ripe ground for innovation in this context. The reach of mobile telephony is way beyond the internet and equally effective, if not more, when it comes to campaigns inviting a user/consumer reponse. However, when it comes to brand building, internet might still be a more comprehensive medium for engagement.
Platforms like Facebook are using the same for more enhanced interaction amongst the users. Most television channels in India are already using mobile messaging quite successfully for promoting their programmes. Indian Idol and similar reality shows are the best examples of this.