Acceptance of Incentivised Mobile Advertising among Osmania University Students

Mobile advertising is one of the most promising potential business areas for mobile services, offering revenue-generating opportunities. Advertising activities supported by mobile devices allow companies to directly communicate with their consumers without location or time barriers. But the mobile users in India are being protected by TRAI from the Unsolicited Commercial Communication. To overcome this a few software companies introduced an innovative model of mobile advertising. Consumers get paid for receiving advertisements on their mobile, incentivised mobile advertising, targeting students and youngsters. The present study is to test and gauge students' level of exposure to incentivised sms advertising, their perception of this advertising and the factors that may influence their willingness to accept ads on their mobiles. The findings reveal that the students are ready to accept but they need awareness and individual reward system to register for this advertising.