MAM
MMA releases ‘Mobile Ecosystem and ad-Sizing Report’ 2018
MUMBAI: Mobile Marketing Association (MMA) along with media investment group GroupM has released the its ‘Mobile Ecosystem and ad-Sizing Report’ 2018 highlighting an in-depth analysis of India’s mobile reach, smartphone penetration, rural and urban usage pattern, with an emphasis on gaming, and mobile advertising spends. Advocated by GroupM, the report is a collaborative effort by the marketing and mobile industry.
The report offers an insight into how India is moving towards a new era of mobile marketing, seeing rampant growth in both usages and spends. It explores how programmatic works along with updates on the latest trends in data growth, content play, and device status. The report also reveals that Xiaomi became the most shipped smartphone, the first time any smartphone crossing Samsung in the last five years.
The report highlights the ‘mammoth growth’ of Jio, which is now 18 per cent of the total market and has added more than 200 million users to the mobile ecosystem. It also states that rural India is bringing online three times more people than urban areas. “India will cross 500 million mobile internet users by the end of 2018, we foresee that this growth will be led by the rural populace,” it adds.
It mentions that India is in the top three countries in programmatic spends growth with the spends growth of 81 per cent in the past year. Programmatic adoption in the country is growing; standing at 32 per cent right now and poised to grow to 52 per cent in the next 24 months. The propensity for programmatic guaranteed increasing in India – penetration to grow from 6 per cent to 17 per cent by 2020.
Talking about the key verticals in mobile advertising, the report states that gaming, vernacular, OTT video, and OTT audio are leading the segment. “Mobile gaming in India is dominated by freemium games. 2016 saw a 200 per cent increase in gaming app revenue, which will grow at a CAGR of 87 per cent till 2020, crossing the $1 billion mark,” it reveals.
The report claims that vernacular language users in India will grow 12 times by 2021. “In the next five years chat application, government sites, and digital payments will lead to more vernacular content consumers online,” it mentions.
The report further mentions that on-demand video platforms have crossed 100 million users in India with Hotstar leading the market. The user growth on these platforms has got maximum traction from tier 2 and tier 3 cities.
MMA Asia Pacific managing director Rohit Dadwal said, “Mobile Marketing is now a main stream advertising and marketing medium and it is imperative that we start to decipher the various parts of this burgeoning media. We hope the ecosystem study would provide insights to marketers and the industry on the whole on the opportunity and will help in making the right investments for its continuing growth.”
GroupM CEO and Mobile Marketing Association India co-chair Sam Singh noted, “The number of smartphone users is expected to only go up and it just shows how much potential these digital screens have. Hence, we as marketers must understand various facets of mobile marketing. Times are changing fast and we want to enable marketers with the knowledge that can help them in a long run.”
Brands
SBI General Insurance appoints Shrish Mahuli as chief business officer
Industry veteran with 24 years’ experience to drive growth and distribution
MUMBAI: SBI General Insurance has appointed Shrish Ramchandra Mahuli as chief business officer, strengthening its leadership team as it looks to accelerate growth and deepen market reach.
In his new role, Mahuli will oversee the company’s overall business strategy, expand distribution channels and drive customer-focused growth initiatives across key markets. The move comes as the insurer sharpens its focus on profitable growth and enhanced customer engagement.
Mahuli brings over 24 years of experience across the insurance and automotive sectors. He has previously held leadership roles at Reliance General Insurance, ICICI Lombard General Insurance and Tata Motors, where he worked on scaling businesses and strengthening distribution networks.
SBI General Insurance managing director and CEO Naveen Chandra Jha said, “We are delighted to welcome Mr Mahuli at a time when the industry is witnessing strong momentum driven by rising awareness and evolving customer needs. His deep domain expertise and proven leadership will be instrumental in strengthening our distribution footprint and driving profitable growth.”
SBI General Insurance chief business officer Shrish Ramchandra Mahuli said, “I am pleased to join SBI General Insurance at a time when the industry is evolving rapidly. I look forward to working with the team to further strengthen the business and drive sustainable growth.”
The appointment underlines the company’s push to build leadership depth and deliver more accessible, customer-centric insurance solutions in a rapidly evolving market.
