Indian mobile Giant Micromax has joined their hands with Affle, a leading 'Mobile Audience Intelligence and Analytics' platform company. Accelerating its journey towards creating a holistic ecosystem, Micromax Informatics is the world's 10th largest mobile brand entered into an exclusive data partnership with Affle to help deliver superior audience intelligence and blended native advertising solutions to over 60 million users in India. This will help in targeting the audience with proper ads. So basically, Affle will analyze the data and the activity of the user in an intelligent way to present the best possible and relatable ads to the customer. Doing this will improve the ROI for the marketers hence higher returns at lesser investment.
Micromax being a mobile giant already has a huge customer base which can act as a target audience for Affle. Micromax sells more than 3 million Mobility Devices every month, which means the audience base is growing and this will help in driving new customers for marketers too.
Affle, on the other hand, is a 'Mobile Audience Intelligence and Analytics' platform company, with investors including Microsoft, D2C (An NTT DoCoMo subsidiary), Itochu, Bennett Coleman & Company Ltd. (BCCL), Centurion Private Equity amongst others
Announcing this partnership, Anuj Kumar, Co-founder & MD Affle said "We are very happy to have Micromax join in as a marquee partner for our DMP & native ads platform. We strongly believe that the next phase of digital advertising growth would be driven by making content & advertising more engaging backed by robust audience analytics. We are already seeing a lot of excitement amongst top marketers and publishers for our Micromax related platform offerings and expect that to grow significantly over time."
Commenting on this partnership Shubhodip Pal, CMCO Micromax said "These are exciting times for the smartphone industry and we see our role evolving from being a handset player to delivering relevant and personalized experiences to our users. We are thus very excited to announce this partnership with Affle as it helps us to maximize returns from a new and growing revenue stream while enhancing the experience for our users."