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Now, pop-ping away to marketing glory

Shayan Ghosh Bangalore:Jan 31, 2013 DH News Service 21:46 IST

Collaborating to sell

Product marketing in the 21st century has seen numerous innovations; from targeted ads to smartphone app-based techniques. Now, a Bangalore-based company has come out with a unique initiative of coalition marketing where stores serve you offers available next door.

Suppose you are on Bangalore's M G Road visiting a book store. Once you enter, your phone shows a pop-up message through the Wi-Fi Internet connection of the bookshop which not only gives you the current offers there but also in nearby non-competing shops.

Founded by ex-Wipro employees Narasimha Suresh and Ravi B R in 2004, Telibrahma has been developing mobile apps that help companies connect with their consumers. The company has been awarded 40 patents so far. “Coalition marketing does not even need an app and functions even through Bluetooth, so basically, most phones can use it,” Suresh told Deccan Herald.

It is all about tapping customer footfalls from stores close to you, not by distributing leaflets or coupons, but by using the store’s Wi-Fi to create awareness about your store and fashion trends along with your products that fit the bill.

A proof of concept (PoC) of the initiative has been run in Indiranagar area in association with 16 stores which received good response. “All those who were with us in PoC have come on board for the final launch in February,” Suresh added. Telibrahma has got 30-40 companies to tie up with them.

According to Suresh, retailers lack location-centric media and marketing and with active mobile phone users touching 703.9 million in India, such initiatives hold promise. The company has identified 40 clusters (groups of stores in a particular location) in Bangalore, Mumbai, New Delhi, Kolkata, Chennai, Ahmedabad, Jaipur and Hyderabad to launch the service and plans to take this number to 400 by the end of 2013.

Telibrahma had received $5 million in funding led by Intel Capital and existing investors Inventus Capital Partners and Ojas Venture Partners. Suresh said that the company is not burning cash too fast and has no plans to raise further capital for now.

“We are already trying expand abroad and the pilot for Australia and US will also start in the next quarter,” Suresh explained.

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