Mobile marketing company Velti move into Indian market with HT Media

Rating: Joint venture will run advertising campaigns with mobile and traditional media

The latest company moving into Indias booming mobile market is advertising and marketing firm Velti. They offer software platforms, applications and services for operators in mobile advertising, and they’ve just announced a joint venture with India’s second largest media group, HT Media.

HT Media have been around since the 1920’s, and operate in print media, radio and internet.

What will they be doing together?

The as-yet unnamed JV will be operating in New Delhi and Mumbai to begin with. It will be tasked with creating, running and monitoring advertising and marketing campaigns across all media, including television, radio, print, Internet and mobile internet. Velti, who have a 35% share in the JV, will be integrating mobile device functions into every other branch of these campaigns.

From the release:

Rajiv Verma, CEO of HT Media Group, commented “HT Media is committed to the development of new media initiatives and, with Velti, we look forward to offering breakthrough and patented mobile based marketing services to our valued customers in India. It also reinforces our position as India’s leading media house, providing a multi-channel advertising platform across print, radio, internet and mobile.”

Alex Moukas, CEO of Velti, added “India is a key market for Velti and establishing the JV with HT Media represents a significant strategic move in our global expansion. We are delighted to be in partnership with such a prestigious media group and a company which recognises the substantial opportunity the mobile channel represents. The mobile market in India is growing very quickly and across the country mobile uptake continues to outstrip internet connections, so it’s a very exciting time to start this new joint venture”

What we think?

The grass grows, the wind blows, and growth markets attract foreign companies. It’s one of the facts of life.

This deal makes sense for both companies. HT Media has already been branching out into the web, with on-line versions of it’s various print newspapers and a digital radio station, Fever 104. It makes sense from them to push into the mobile web market as well, with help from experienced hands like Velti.

As for Velti? Well, who wouldn’t want a chunk of the Indian market to call their own?