Mediaware Infotech benefits from niche strategy

Sushma Naik / Mumbai

Biswajit Das

While advertising is a mega business, not many software companies are focused on developing products that address the needs of this industry. Mumbai-based Mediaware Infotech is a lone player in this business with a portfolio of products targeted at the advertising and media industry. For example, a software product christened ‘Ready Software’ helps both the advertising agency and the client monitor the flow of advertisements across different publications. This product helps agencies automate all functions related to agencies– planning, estimating, approval and final approval and billing. There is even a financial accounting system that is customised for ad agencies.

For television channels, the company’s product suite gives channels the ability to schedule and monitor content, handle bulk bookings and check oustanding limits. Television houses can even record deals and cancellations related to advertisements and programmes.

“The choice to be in media was accidental, but the requirement of media enterprises is unique and we provide solutions that allow a smooth operation,” says Biswajit Das, CEO, Mediaware Infotech. However, this accident has in fact improved the health of the company. Currently, the company’s client list consists of big names like Rediffusion, Mediaedge CIA, RK Swamy/BBDO, Mindshare, Euro, Carat, Publicis besides television channels like Star TV, Sahara TV, CVO and IN Mumbai. Today, Mediaware has a 75 percent share of the market with regard to advertising agencies. Started in 1995, Mediaware initially concentrated on the advertising agencies. As television channels began mushrooming in the country, Mediaware strategically shifted its focus to TV.