The agency is back in news this year as the Indian entity has been designated as the network’s Mobile Marketing Centre of Excellence (MMCoE). Mindshare India will be responsible for driving mobile thought-leadership and establishing best practice with the rest of the network as well as developing and nurturing new talent.
In addition, India will also act as a production hub for mobile content production needs, including mobile web sites, augmented reality and online advertising units such as Apple’s iAd’s. The Indian full-service offering will extend to everything from mobile strategy to ideas to actual development.
GroupM and Mindshare have had a dedicated mobile practice in India since 2006 and the agency’s digital offerings have been a major contributor to its revenues in 2011. MMCoE team will be led by Ashok Lalla, leader -digital, Mindshare South Asia who will work closely with Vinod Thadani, regional director - GroupM South Asia.
MMCoE will have its office in Mumbai, with local mobile team spread across Mumbai, Delhi & Bengaluru. The Centre will have a team of 16 people who are currently part of Group M mobile and will take on the additional responsibilities of the work coming into this Centre.
Explaining how the Centre will function Thadani says, “What will happen is mostly redevelopment and redeployment of work for the mobile platform. A lot of help will be taken from local teams in terms of art work.” Work will be sent from different markets across the globe to MMCoE in the form of briefs and content in the form of WAP sites, applications for OS/platforms, campaign production supports etc will be made from Mumbai.
MMCoE will support Mindshare offices globally on creative and production services. “We have designed a framework to create global assets and additional localization support from the MMCoE. Each project or client engagement will have a responsibility matrix for overseas offices and the MMCoE project management team,” says Thadani.
While Thadani stays clear of affirming or denying, there are also reports that Mindshare is in talks to acquire a Chinese agency that will help provide the required creative support to MMCoE. The creative aspect of work done for the mobile platform will require a dedicated creative team and once finalized this Chinese acquisition could bring in the creative prowess required alongwith adequate creative talent.
Currently, MMCoE has no plans to pitch for business of its own, Thadani says, “MMCoE will be more of a delivery unit and not a business development unit from the overseas business perspective. Business will be acquired from each of the local markets and the global business team will be sourcing some of the cases.” The Centre, claims Thadani has already started getting briefs from across different geographies.
Independent research reports predict the Indian mobile content market to cross $4 billion by 2015, which was $1.2 billion in 2009 and is growing at a CAGR of 26%. Music leads the pack of most consumed service on mobile phones followed by data services like gaming, streaming of audio/video content and a variety of applications.
The launch of 3G is expected to further fuel this mobile market growth and many companies are making sure they have their foot in the door of opportunity.
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