Emergic: Rajesh Jain's Blog

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Media, Mobiles and Elections

April 1st, 2009 · 2 Comments

Mint had an article yesterday on how media proliferation and audience segmentation is making the Indian elections a very costly marketing exercise. It had a quote by me on the use of mobiles:

If the Internet helps in reaching out to niche audiences, the other new media, the mobile phone, is more ubiquitous with half the voting population reachable through it. The number of mobile phone users increased from 36 million in 2004 to 375.74 million by the end of February, according to the Telecom Regulatory Authority of India, or Trai.

There are primarily three different ways to reach voters—through SMSes, voice calls or automated pre-recorded phone calls and GPRS (general packet radio service, a mobile Internet service). “Out of the three, the primary focus of political parties is on SMSes since it is non-intrusive and can help them reach voters directly and in a targeted way,” says Rajesh Jain, founder and chief executive officer at software solutions provider Netcore Solutions Pvt. Ltd.

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2 responses so far ↓

  • 1 kasi // Apr 1, 2009 at 10:16 am

    I believe this mobile canvasing is going to be real fun and may become tragic if not controlled and censored….and i got this message today morning from TM-BJP…I donno whether it is a legitimate sender as well…i was getting messages from the same sender for the last 15-days. But today’s message was interesting.

    “25-lakh crores belonging to Indians is stashed away in swiss bank and we will do our utmost to bring the wealth back to India”-LK Advani

  • 2 Nadeem // Apr 1, 2009 at 11:00 am

    There are two barriers towards use of SMS for political campaigns in India:

    1. A very small number of people know how to read English
    2. The vernacular SMS services being provided by operators are not upto the mark in terms of inter-operability across devices and networks

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