Madhouse, China's largest mobile solutions and ad network company has launched in India. The company aims to leverage the opportunity of using mobile as a mass media device given that there are more than 850 million mobile connections in the country. Madhouse works closely with over 120 clients that include HP, Intel, Coke, KFC, Unilever, VW and agency groups like GroupM, Aegis, OMG, Vivaki, among others.
"We see tremendous growth and potential in India and are fully committed to investing in this market. With the right local partners, we believe that our technology and operational expertise can be leveraged to serve the unique mobile marketing needs of clients. In China, we have been working with partners such as Rovio, EA, China Unicom's app store, and ad agencies. Similarly, in India we value our association with WPP," said Joshua Maa, founder & CEO, Madhouse.
According to the company, current barriers to mobile marketing are dearth of scaled solutions in data, voice and text, harmonizing the different operating systems with multiple stake holders across mobile inventory and lack of established tools and systems which makes it difficult to answer the question of how this medium can be leveraged by advertisers to reach out to their consumers. The company hopes to address these barriers and it will provide complete mobile solutions across the spectrum of paid, owned and earned media on feature phones, smart phones and Tablets.
Vinod Thadani, COO, Madhouse India said, "Mobile advertising is beginning to transform the way brands communicate with their consumers. On a technical level, mobile advertising can now achieve accurate intelligent targeting and can provide real-time reporting- a very convincing proposition for advertisers. We are determined to change the face of the Indian digital media landscape and grow the mobile media market from Rs 125 to 1,000 crore within the next 3 years."
Headquartered in Shanghai with offices in Beijing and Guangzhou, Madhouse consists of more than 180 professionals. It is privately held and venture funded by TDF Capital, Gobi Partners, and JAFCO Asia and its strategic investors include D2 Communications Inc. and Nokia Growth Partners.
"Digital media is evolving and innovating at a very fast pace in India. Mobile and handheld devices are poised to play a larger role in marketing communications. Madhouse India will help us build a unique value for our clients where in-depth domain and brand understanding is coupled with the strength of Madhouse technologies," added Ranjan Kapur, Country Manager, WPP.