SMS is reborn as an acqui channel in the Smartphone age

In the early days of Deal4Loans, we used to get a lot of traffic and leads through SMS campaigns. Especially for products like Personal Loans (Simple pitch and high-urgency in a need based product) During those days, NDNC (National DO NOT CALL) list was not introduced and there were very few players who were sending bulk SMS for lead generation. Response rates were high. Market quickly figured out that this was a cost effective and easy channel to scale up. A tsunami of SMS campaigns started to happen and finally the National government had to intervene with its NDNC initiative.

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Change and how we react to it

Its an oft repeated statement that an optimist see opportunities where others see challenges. It can not be truer in a business scenario esp when something changes drastically in the overall environment. One such change has been the TRAI’s gag over SMS- the true bane of India’s mobile growth. We used to get 20 SMS daily about new housing projects and a similar number of messages for increasing height or losing weight. So apart from the customers who are genuinely happy, its very interesting to see how businesses are reacting to this change. Do remember that mobile (& SMS specifically)

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Is someone at TRAI listening?

We might be the world’s most watched and talked about telecom market but come Feb2011, there would be a lot more noise that this industry would make. and all of this because of TRAI’s latest guidelines on NDNC (National Do Not Call) list. While the motivation cannot be questioned (hell, most of us get more than 5-6 irritating SMS/calls everyday), but the solution surely is far from good. In one single swipe, TRAI would hurt a big chunk of online/ecommerce players – lead generation portals typically need further qualification or undergo tele-sales , and that cannot happen now- atleast for

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