Mginger Courting Trouble (Pitfalls of Viral marketing in India)

One of the most successful way of creating a Word of Mouth advertising is to give everyone involved in the process a chance to make some money himself .Google proved it with adsense by giving a share of advertising to everyone and in the process making millions for itself .Everybody wants to get rich quickly and this is what Mginger was unable to pick having started with an estimate of getting 50 thousand users in the first month they ended up having over 4.7 lakhs registered users (power of WOM) and they were frankly not prepared for this since they had only 10 advertisers with them. This has led to angry reaction from their registered users who were expecting to get rich quickly with mginger's ads but are yet to receive any ads . People had signed up with intention of receiving 7-10 ads per day and when they find they are yet to receive any ads they are bound to get angry.Mobile advertising is new in India and advertisers are skeptical of its capability after all people are receiving ads just to make money not with the intention to purchase. A good thing that Mginger has done is quick damage control by making open communications about difficulties faced by them in their blog However this highlights the problems in the new age indian industry the problem of Supply & Demand the demand is there but there is not enough advertisers for industry to grow.I think this might become a problem for any web company in india trying grow virally like nautanki.tv which has made tall claims which will be tested once they have to start paying their publishers .Interestingly mginger already has competitors like sms2india who also claim the same system but are also still trying to build their network