Mobile phones today have moved beyond their fundamental role of communications and have become an extension of the persona of the user. When people buy phones today, they do so not just to be in touch but to express themselves, their feeling and attitudes.

Mobile users continuously want more from their phones. The phone is used to play games, read news headlines, surf the net, listen to music, keep a tab on astrology, get a motivational quote for the day and even to check their bank balances.

Value Added Services in the mobile space has become an integral feature which has great potential to be exploited as a new medium of advertising. Mobile advertising is attracting tremendous interest globally, from advertisers and marketers. The personalized nature of delivery and the instant ability to seek a response or closure are great attractions for advertisers. It seems to have the best of direct marketing and mass advertising.

In early 2007 Madison tied up with Xurpas, a Philippines based global leader in generating revenue from non voice services to create mobile marketing campaigns for leading brands and providing them with end to end mobile marketing solutions