By Akansha Srivastava

According to various reports, India currently has more than 900 million smartphone users, which is expected to reach over one billion by 2025. Given the rise of smartphone usage in India, Narin Shetty, Group President - Growth, Valueleaf Group, emphasised the importance of OEM mobile marketing for brands.

He said, "As smartphone penetration continues to rise, marketers must leverage this trend within their marketing strategies. Platforms like ours enable brands to effectively target consumers, drive conversions, and enhance brand awareness by strategically channelling content across OEMs."

OEM, or Original Equipment Manufacturer, refers to device manufacturers such as Xiaomi, Oppo, VIVO, and Samsung, which have evolved into advertising platforms. They promote products and services by incorporating advertisements within pre-installed apps.

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