Rohit Dadwal
Sep 16, 2011

Making the most of mobile

InMobi’s securing of $200 million of funding from SoftBank is a portent of much future growth for the mobile marketing and advertising industry.The investment is a landmark event for the mobile ...

Making the most of mobile

InMobi’s securing of $200 million of funding from SoftBank is a portent of much future growth for the mobile marketing and advertising industry.

The investment is a landmark event for the mobile advertising and marketing industry, clearly establishing mobile as mainstream. It is particularly telling that investors have this level of confidence, not only in the industry as a whole, but also in an Asian company, one that has leveraged the power of global interest in mobile advertising to carve a niche for itself among major players in the industry.

The news is most welcome, as it establishes an Indian start-up in the mobile marketing space as a true global leader. InMobi has transformed into a multinational organization within a very short period of time, becoming a powerful player in the global mobile space. This is a reflection of the business acumen, innovation and creativity behind the company – and speaks volumes for the results that its operations in the mobile space have been able to achieve.

In addition, the collaboration with and interest from a leading investment house such as SoftBank clearly indicates the growth potential inherent in mobile as the next media. SoftBank’s investment also merges the boundaries within Asia, as this investment house from Japan, one of the world’s most developed mobile markets, partners with InMobi, a company that has spread its business from India, across both developed and developing markets. This will be a strong partnership indeed.

Hopefully, this announcement will act as a catalyst for change for traditional marketers and agencies. It will bring mobile to the forefront of marketing plans, used in conjunction with and perhaps even in place of traditional media channels in order to achieve marketing objectives. I have mentioned the power and potential of mobile before, particularly in Asia, and SoftBank’s willingness to capitalise on it is the truest testimony to that future growth.

The investment, one of the largest to date in the mobile internet space , will help InMobi create value across the mobile ecosystem globally through world-class advertising, mobile payments using SmartPay™, and HTML5 rich media production and distribution using the recently acquired Sprout™ platform.

In addition, this partnership will provide SoftBank and InMobi with opportunities to further explore global scale collaboration in the fast growing mobile ad market. Given the significant number of prominent Asian Internet companies in SoftBank’s investment portfolio, it is not unreasonable to expect to see further synergies emerge from the SoftBank/InMobi partnership.

MMA is really proud to have InMobi as our Premium Member, helping build and guide the industry. Things are looking up, and this recently-announced partnership is likely to be the first in a great many as mobile really starts to hit its stride, and exert its influence on the world stage.

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