Indian mobile operators added 15.1 million users in August 2009, their second-highest monthly performance ever after 15.6 million that was recorded in March 2009. India had 456.7 million mobile subscribers at the end of August, data released by the Telecom Regulatory Authority of India (TRAI) showed, meaning about 40 percent of India’s billion-plus population now has a phone. Total telecom subscriber base increased to 494.17 million at the end of July from 479.07 million a month before.
Tata Teleservices with its Tata CDMA and TATA DoCoMo GSM services recorded the largest number of net subscriber additions. New tariff plans such as per-second billing introduced for GSM customers helped it add a highest-ever 3.4 million subscribers in August.
Bharti Airtel, India’s top mobile operator, added 2.8 million users in August to take its base to 108 million. Second-ranked Reliance Communications added 2.1 million to increase its base to 84.1 million.
No. 3 Vodafone Essar, controlled by Vodafone Plc, signed up 2.2 million customers to have 80.9 million.State-run Bharat Sanchar Nigam Ltd, the fourth-largest mobile firm, signed up 1.3 million to reach 57.3 million, while fifth-ranked Idea Cellular gained 1.5 million to cross 50 million.
Continued from earlier post: https://ronnie05.wordpress.com/2009/09/21/kj19/
The new DoubleClick Ad Exchange helps to open the ecosystem and establish a new marketplace for buyers and sellers. For a large publisher managing multiple sales channels and ad networks, the Ad Exchange provides real-time yield management to maximize returns. Participating ad networks and agency networks get access to a large pool of inventory and the controls they need to precisely achieve their marketing goals.
We’ve been working for some time on rebuilding the Ad Exchange on Google technology to deliver an improved platform, with new features and functionality for our customers. Both sellers (publishers) and buyers (ad networks and agency networks) stand to benefit from the new features we’ve incorporated.
Key benefits for sellers include:
- Real-time dynamic allocation to maximize yield. Publishers can automatically generate the highest return for every impression, using real-time data and bids to allocate ad space to the sales channel that pays the most at that second.
- Access to many more advertisers. The Ad Exchange offers publishers access to new buyers, including AdWords advertisers, bringing higher quality ads and more competition for ad space on their sites.
- Hassle-free payments managed by Google. We manage the billing and payments from networks so publishers get one monthly payment and minimize having to manage multiple relationships.
- Greater controls. Publishers can decide what advertisers, networks, ad formats, and bid types to allow.
- New easy to use interface with enhanced reporting. We use the simplicity of Google’s user design principles to help publishers easily find out how their sites are performing, to help them make the right decisions about their ad space.
Key benefits for buyers include:
- Access to more publishers and more ad space. Hundreds of thousands of AdSense publisher sites are now available on the Ad Exchange to Google-certified ad networks. And as more publishers join the Ad Exchange to take advantage of its yield management capabilities, more high quality inventory is being added all the time.
- Real-time bidder. The Ad Exchange has a new real-time bidder feature that allows buyers to use their own data, optimization and ad serving technologies to bid on their desired inventory on an impression-by-impression basis, choosing only the sites, audiences, or particular type of ad space they want to reach.
- New easy to use interface with enhanced buyer reporting capabilities. Redesigned reports are simple to use and understand, so buyers can easily see how their campaigns are performing to help them make the right decisions.
- More control and precision. Buyers control where their ads appear and don’t appear. They can use frequency capping, pacing and other features to precisely control ad delivery.
- Centralized clearing system. Google makes all payments to publishers, reducing complexity with a single billing and payment point. Buyers benefit from managing one business relationship instead of many.
- A new API – Ad networks and agency networks will have access to an API which enables them to integrate their own functionality and systems when working with the Ad Exchange.
We’re excited about the open marketplace that the new Ad Exchange creates and believe that it will add substantial value to the display advertising ecosystem.
A small consolidation sometimes can make a lot of difference. Google sets the ball rolling by consolidating the advertisers and space owners on the same platform: The Double click ad exchange. The Ad Exchange is a real-time marketplace to buy and sell display advertising space..By establishing an open marketplace where prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently and easily across the web. It’s just like a stock exchange, which enables stocks to be traded in an open way. The “buyers” in the Ad Exchange are typically ad networks and agency-run networks with their own ad serving and optimization technologies, while the “sellers” are large publishers .Presenting an excerpt from Google Blog on Double click ad exchange: Google’s newest baby to consolidate the advertising pie for advertisers, providers and for itself.
Hundreds of thousands of advertisers use search advertising — short, highly relevant text ads alongside search results on Google and other search engines — to grow their businesses. Thanks to a decade of innovation, search advertising is an open platform that allows businesses to easily connect with customers.
As you browse the web today, you’ll also see “display advertising,” such as videos, images and interactive ads. Like search ads, these connect users with products, services and ideas that interest them. For advertisers, display ads are vital in boosting awareness and sales. For websites and online publishers, they help fund investments in online content and the web services that we all use.
But with a multitude of display ad formats, and thousands of websites, it often takes thousands of hours for advertisers to plan and manage their display ad campaigns. With this complexity, lots of advertisers today just don’t bother, or don’t invest as much as they would like.
On the other side of the equation, some publishers are left with up to 80% of their ad space unsold. It’s like airlines flying with their planes mostly empty. And for the ad space that they do sell, publishers also have to deal with the complexity of managing thousands of advertisers and campaigns.
We believe that a better system built on better technology can help grow the display advertising pie and benefit everyone.
Three principles underpin our approach to the display advertising field:
1. Simplify the system for buying and selling display ads: For example, our DoubleClick ad serving products help advertisers and publishers manage campaigns and ad formats across thousands of websites and from thousands of advertisers.
2. Deliver better performance that advertisers and agencies can measure: We’re building a host of new features to help advertisers to run display ad campaigns across the Google Content Network (comprising hundreds of thousands of AdSense partner sites) and on YouTube. We’re also developing better measurement and reporting technology so they can figure out what’s working and what’s not.
3. Open up the ecosystem: We want to democratize access to display advertising and make it accessible and open, like search advertising. We recently launched the Display Ad Builder to help businesses easily set up and run display ad campaigns. 80% of advertisers who use that product have never run a display ad campaign before.
We’ve been working hard to put these principles into practice, and today we’re excited to announce the new DoubleClick Ad Exchange, a step towards creating a more open display advertising ecosystem for everyone. The Ad Exchange is a real-time marketplace that helps large online publishers on one side; and ad networks and agency networks on the other, buy and sell display advertising space.
These publishers and ad networks manage and represent large volumes of ads and ad space from lots of advertisers and websites. By bringing them together in an open marketplace in which prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently. This improves returns for advertisers and enables publishers to get the most value out of their online content.
AdWords advertisers will be able to run ads on sites in the Ad Exchange, using their existing AdWords interface. This means more high quality sites for AdWords advertisers to run display ads on. Similarly, our AdSense publishers will benefit from more high-quality display advertisers coming through the Ad Exchange.
There are many who believe that in the days to come print media will be a dinosaur. Not in the size terms but more in the existance terms. It will be extinct. My thoughts on the subject:
The many who believe that print will be dead seem to be assuming print media to be news. Digital content is very ominously shaking the basics of the news print industry as we know it today! The reasons why print media news appears to be failing are
- Digital content has become increasing real time.
- Digital content is becoming crowd sourced.
- Digital content can be customized
- Digital content measures its audience better and thus for the advertiser, it focusses his campaign better on the right audience. In brief, it increases efficiency.
- The print media is not seen as environment friendly. The raw material, wood pulp requires millions of trees to be sawed off.
Thus the traditional news on print industry is facing a double whamy where users are moving to customizable news content and advertisers are reducing their marketing spends because they are unsure about the target group/audience match! Almost all large newspaper houses now have their website and lately have registered on other mediums such as www.twitter.com, www.facebook.com, www.digg.com, www.stumbleupon.com, www.delicious.com, www.readit.com and more…
The idea is to stay relevant in the digital age and engage/interact with consumers. News is soon becoming a two way communication instead of the one way information flow that it had been so many years.
However, does this mean the end of print media?
Reasons: The theme behind the failure is target, customization and focus. Marketeers being able to target their users well and users able to see content which is customized to their requirements.
Print media is more than just news. Reading is more than an electronic habit. So there will be niche’s that the print industry will successfully cater to. The more properly defined the niche is, the better the chances of making money. Journals and Publications which are very niche focused will continue to thrive because it will be producing customized content to a select target audience and there would be opportunities in the niche to make marketing programs viable!
Besides, there is always a thing about the reading habit and the love of reading…. the way it has been through ages!