A VAS provider OnMobile Global Limited has entered into a strategic venture with Madison World, a communications group. The new JV, named Kabuza Marketing will help large and small companies sell products and services direct to consumers. This joint venture will aim to be the leading mobile marketing company in India and the Indian sub-continent, opening up new direct sales and revenue channels for marketers using mobile. Leveraging the technology and VAS expertise possessed by OnMobile and the media expertise of Madison, the new company will focus on leveraging the OnMobile multi – channel advertising and marketing platform which uses various channels including AdRBT, SMS, USSD, WAP, Video, and Audio. It will also help the JV to build up a marketing base to serve merchants, advertisers, corporate clients and telecom operators while providing consumers with valuable deals and discount offers and an opportunity to buy conveniently. Arvind Rao, CEO, chairman and co-founder, OnMobile, said, “This joint venture is one of its kind and has the potential to revolutionize both the mobile VAS and the traditional marketing functions. With the onset of 3G, this venture will open up even newer opportunities for more impactful marketing campaigns. It will successfully leverage the mobile reach, installed infrastructure and telecom operator relationships of OnMobile and the marketing and advertising capabilities, client base and market presence of Madison World. I am most excited about this partnership as it brings together two leaders to deliver the best market solutions.” While, Sam Balsara, chairman and managing director, Madison World, commented, “What excites me about mobile is its interactive, personalized and always-on attributes accompanied by unbelievable reach in numbers (600 million+). So far we have thought of mobile as an advertising medium given its high reach but the total advertising market in India is restricted to about Rs 20,000 crores, where as the potential opportunity to sell products and services and conduct commerce through mobile is Rs 200,000 crores and our attempt is to tap into this opportunity which should provide top marketers a cost effective distribution channel, bring in a lot of long tail businesses, in addition to large marketers, into the gamut and provide consumers a convenient option to order and pay for products and services through the comfort and convenience of their very own mobile.” The intent behind this venture is to help clients design effective and innovative mobile marketing campaigns, adding value and helping improve top-line revenue and reduce distribution cost. Clients gain access to the large Indian mobile wireless subscriber base and are hence able to launch mass market campaigns through a single stop shop.