Mumbai-based Mediaware Infotech has launched a single enterprise resource planning (ERP) software for the advertising, broadcasting, publication and outdoor media industries, echoing an emerging need for different brand-building segmens to talk to each other.
It is possibly a first of its kind because it looks at communication specialists in all of these groups as one vertical division, instead of four, which is normally the case for software solutions.
"We've looked at it more as an extended vertical in our ERP offer," said Biswajit Das, chief executive of Mediaware, told Hindustan Times.
"We have offered solutions to almost 800 agencies and media companies since our inception, but this is the first time we've offered one common ERP."
Das said all of media television, print, radio, outdoor and digital as well as advertising professionals need to talk to each other. The advertiser too, needs to be able to link in. "Looking at this, we have incorporated all the necessary components in one common ERP," he said.
The ERP product works through a slew of modules for the advertising and media industries. The modules dovetail into each other, creating the ease of interlocking ERP combinations. It is up to the customers to choose which modules suit them. Pricing is varied based on this choice, as well on the user groups. Mediaware Infotech can create flexible combinations of the ERP modules.
The Mumbai-based out-of-home advertising agency, Laskshya Media, has confirmed its decision to buy the ERP system.