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Anil Garg to Lead Lumata Operations in India

Lumata, a leading player in mobile marketing, advertising and loyalty technology arena, has announced the appointment of Anil Garg as the new managing director of Lumata India. The announcement was made Monday, Feb. 20.

Effective Feb. 15, Garg takes over from Amit Dey who has left Lumata to pursue his next career challenge, the company informed. “The Indian market has enormous potential for growth,” said Garg.

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Garg joins Lumata India from SatMetrix Systems where he served as general manager of India. With over 20 years of global experience, Garg (pictured above) is tasked with accelerating Lumata’s presence in India.

“Anil brings a wealth of experience to Lumata, as the company works to establish market leadership in India. I’m delighted to have secured such a seasoned professional to head up the operation,” said Tom Enraght-Moony, CEO of Lumata.

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According to Lumata, it has a global footprint with 15 offices and over 500 employees and its client base includes: Orange, T-Mobile, Telecom Italia Mobile, Verizon, Airtel, MTS & Telefonica as well as brands such as Nestle, P&G, HP, IBM and Espresso Group.

[ RMN Digital comments: Market estimates suggest that India is the world’s second largest mobile market with a mobile base of nearly 900 million – or approximately 20% of the total mobile devices in the world. The local market is expected to reach US$75 billion during the current year, 2012.

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Also, the Indian market is considered a poor-man’s mobile market, as most users own cheap devices or feature phones that cannot handle multimedia content or Internet on them. It’s estimated that hardly one in 10 mobile phones in India is a smartphone, as it is predominantly a voice-only market.

So, the average revenue per user (ARPU) for mobile operators continues to be low – around US$5. It’s extremely difficult to promote any data services for mobile consumers in India that has a population of 1.2 billion people. ]

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