Telecom giant Bharti Airtel has entered the mobile advertising (m-Advertising) segment in India to equip advertisers to connect with their potential customers in a targeted and personalised fashion via their mobile phones.

Bharti Airtel is the leading telecom operator with operations in 20 countries across Asia and Africa.

The company said that through the m-Advertising platform, advertisers will be able to leverage multiple communications outlets and tools such as mobile internet (WAP), Messaging services and Airtel digital TV to engage their audiences.

"Airtel''s m-advertising platform will enable advertisers to land their message in a simple, effective manner in an increasingly complex media environment," said K Srinivas, President Consumer Business, Bharti Airtel.

He said with the mobile advertising market poised to grow by more than 40 per cent over the next few years, Airtel is placed uniquely to leverage this growing medium.

"It will not only create opportunities for increasing brand saliency but also conversions using technologies such as mobile couponing for segments such as youth, upper SEC, smartphone users etc," the company said.

With this platform, companies can also extend their access to the rural audience with voice solutions.