BigAdda, Reliance ADAG’s social networking play, is eying $4 – $5 million (approx Rs 17 crore) within the next 12 months, expecting a majority of the same to come from advertisements. ET quotes COO, Shivanandan Pare, stating BigAdda began earning revenue since June this year, albiet an amount too negligible to mention. The firm remains optimistic, expecting to break-even in the next 2-3 years. They expect to reach 50 million mobile internet users for the recently launched MobileAdda.
The point of debate is the registered user number of 2.3 million users. While BigAdda states its adding 15,000 users daily, the cost and methodology of acquisition has been an derivation of a tremendous push in both offline and online marketing. Moreover, it would be interesting to note the repeat user-base on the numbers. Sample a quick search in Google (NSDQ: GOOG) and a sponsored listing leads directly to a registeration page. Do remember that previous SEM campaigns of BigAdda revolved around ‘videos’, ‘bollywood’ and other non-core value propositions. Expect similar ‘registered userbase’ announcements for the mobile application, the Rs 4.2 crore campaign (roughly a quarter of revenue projected) of which has recently started.