Mobile messaging apps are evolving into lucrative businesses. From social networks to mobile operators, everyone is keeping an eye on mobile messaging and trying to be a part of it. The Finnish company, Nokia with the intention of making its base stronger in the Indian market, has partnered with text chat and voice call messenger Nimbuzz to reach the service’s 25 million users in India.
The story published by TNW, informs that the latest marketing initiatives will start from June 30 and will run for next four Sundays. Nokia plans to host a quiz every Sunday via its dedicated app - Nokia Chat Buddy. These quizzes would test the Nimbuzz users on a variety of subjects relating to technology, movies, history and sports.
India-headquartered Nimbuzz which was originally established in Amsterdam, shared that the participants who perform well will get goodies from the mobile operator such as discounts for Nokia products/accessories and free merchandise. Participants would be ranked on a nationwide leaderboard based on the number of correct responses and each Sunday Nokia will give a free smartphone to the top user.
The marketing campaign run by Nokia is paying the messaging service which has more than 150 million registered users worldwide and has availability on PC too. However, Nimbuzz which has a strong base in India, has declined to reveal any details on how much it is making from the initiative.
The deal definitely works for both the players to strengthen their base in a country that is proliferating on mobile devices. In a country where feature phones are still dominant, Nokia has been the undisputed leader. However, it is facing a challenge from the smartphone market dominated by Samsung devices, and hence the initiative to reach out to a large base of Nimbuzz users, a cross platform service.
The marketing campaign is one of its kind in the Indian market and keeps users engaged for a prolonged period. Some time back, Nokia had partnered with WhatsApp to have a dedicated button on the device and very recently it tied up with the Bharti SoftBank’s messaging app Hike to pre-load the app for selective devices –Lumia 510, Lumia 720 and all Nokia Asha Full Touch phones sold in India.
The messaging service in India has heated up with the launch of the Japanese app LINE. The market is already dominated by players like WhatsApp, WeChat and Hike. The introduction of a campaign like this only throws light on how serious the market is turning into. It would be interesting to watch how users respond to such initiatives going further.
Image courtesy: TNW