Attempting to capitalize on the notion that ads can be fun to watch too, India’s regional smartphone maker now gone global recently Micromax has come up with a unique proposition that offers incentive to the owners of its new device A94 for watching advertisements.
Micromax, a regional player that shot to fame owing to its affordable range of smartphones (Canvas, Bolt, etc.) that featured top–of–line specifications, has launched A94, a mid–end smartphone that offers the buyers continual incentives if they accept to watch ads before every call.
A94, is a 4.5 inch Android smartphone that features decent internals. The phone comes with a pre–installed app that is closely integrated with the actual vocal communication module, more commonly referred to as the ‘Phone App’. To get on the program, the customer first has to agree to watch ads. Henceforth, whenever a call is initiated from the owner of A94, the application starts playing an advertisement. Though it’s not clear whether the application doesn’t allow the actual call to go through before the ad has finished, the viewer is rewarded with points that are redeemable against recharge vouchers for prepaid or bill discounts for postpaid.
It is indeed a very interesting concept that actually pays the customers to watch ads. The reasoning behind the campaign, conceptualized by Brand Publicity Management Company Lowe Lintas which has created a series of ads to explain the feature was that advertising has always taken from consumers their time or their money. But with this app, it is possible to give back to the consumers through advertising. The company which has a strong presence on social media has promoted the feature with contests to guess ads.
The company has currently limited the application to just the A94 device, but depending on the response, Micromax plans to extend the same to other devices too. But ads, like any other multimedia is dependent on the speed and reliability of high speed mobile internet, preferably 3G. In the absence of the same, the experience is sure to be hindered by choppy or continually buffering videos. Micromax hasn’t clarified how it plans to tackle these issues.
If Micromax can optimize the delivery of the ad–video, the MAd Concept can surely pick–up. Micromax already has increasing competition in this relatively niche region with Tata Teleservices, who has come up with the similar concept of rewarding viewers with talk–time based incentives. So has VServ, with its SmartRewards and Eureka Mobile with its unique Idle Screen Monetization Program.
With such a frenzied level of activity, will the mobile user now start generating handsome revenue by just watching ads on his device?