Startup of the Day – Netxcell

The company of the day is Netxcell Systems, based in the US. Netxcell is the provider of the industry’s most advanced SMS /mobile advertising platform. You will find below an interview with Dayakar Puskoor, President and Executive Chairman of Netxcell Systems. All the best to them and congrats for being the startup of the day!


Interview with Dayakar Puskoor, President and Executive Chairman of Netxcell Systems

Who is Netxcell?

Netxcell Systems, Inc. ( is the U.S.-based subsidiary of Netxcell Limited, India’s first mobile application service provider specializing in frontline technology in mobile applications and enterprise solutions which was founded in 2000. Netxcell Systems is the provider of the industry’s most advanced SMS /mobile advertising platform, Ad-Junction™. SMS/text messaging is the most exciting and cost-effective direct marketing and advertising method available today. The Ad-Junction platform gives marketers a convenient means for targeting customers and ensures publishers and advertisers a method to collaborate on advertising campaigns. Key capabilities include a detailed campaign manager, contextual advertising and advanced reporting capabilities. Netxcell Systems’ U.S. headquarters is based in Dallas, Texas.

What was Dayakar Puskoor doing prior to his role at Netxcell?

Mr. Puskoor is recognized worldwide as a mobile technology expert and has amassed an impressive track record of achievement in building high-value mobile, wireless and telecommunications businesses. After starting his career with Motorola, he founded JP Mobile in Dallas, Texas with a back end operations in India. JP Mobile was a true pioneer in the enterprise mobility market with clients like NYSE among a host of others. As the Founder and CEO of JP Mobile, Mr. Puskoor raised over $55 million in tier 1 venture capital funding and initiated the industry's first mobile software solutions company which developed several award winning products. Later JP Mobile was taken over by Good Technologies which was further acquired by Motorola for $500 million.

Where did the idea come from for Netxcell? What is the genesis of this concept?

Dayakar states: “I got this idea after seeing what is happening with SMS messaging and users are consuming more content on mobile devices. Netxcell is at the early stage of the mobile advertising marketing which is the same point at which I started my previous company – in the early stage of the mobile email market.”

What is the Ad-Junction platform that Netxcell is offering to the marketplace?

Ad-Junction™ is an advanced SMS/mobile advertising platform that provides advertisers with a scalable and dynamic means to target customers and provides publishers and advertisers a method for collaborating on advertising campaigns. Netxcell adds unique value with the Ad-Junction platform’s scalability to handle high volumes combined with the ability to dynamically change the ads to ensure evolution of the messaging to the targeted audience.

What is the market for Ad-Junction?

The Ad-Junction platform is designed for advertisers, publishers, mobile operators, SMS aggregators and the mobile market place. Examples of possible publishers are large networks like ABC, NBC, etc. Companies like Singlepoint offer the mobile market place to allow these campaigns to be developed and delivered to the target markets.

What is the business model for Ad-Junction?

Netxcell offers flexible business models including software licensing models, etc.

Does Netxcell have any reference-able customers?

SinglePoint (

“Netxcell has been a great partner and has played a key role in accelerating our development cycles with innovative solutions.” said Gowri Shankar, Senior Vice President for Sales and Business Development for SinglePoint.

Who is SinglePoint?

SinglePoint enables brands, agencies and publishers to connect with more than 270 million North American wireless subscribers. SinglePoint’s full suite of products and services enables publishers to monetize their mobile messaging traffic and advertisers to access premium inventory and rapidly launch mobile advertising campaigns. SinglePoint works in partnership with entertainment, media companies, brand managers, advertising agencies and mobile networks. Current publisher partners include Viacom (VH1, MTV, CMT, BET), NBC Universal (Bravo, Oxygen, SciFi, CNBC, MSNBC, Telemundo, USA Network) and CBS Corp.

How do you feel being the most promising ‘company of the day’ per Microsoft?

It is great and encouraging to get this type of help from a company like Microsoft.

Please describe Microsoft’s BizSpark™ Program and what it means to Netxcell?

It is an excellent program and gives an opportunity for people like me to start and develop innovative technologies with the help of Microsoft.

What is the funding history of Netxcell?

Netxcell Systems is funded by Ruderman capital and other strategic investors.

What are the plans for growth and internationalization?

The focus is on the EU and the US at this time to ensure success before expansion.

How many employees are in Netxcell Systems and how many are developers?

Netxcell Systems has 20 employees and 14 of them are developers.

Is Netxcell Systems hiring? If so, what positions and where?

Yes we will be hiring for sales and marketing positions in the U.S.

Is Ad-Junction installed and operating today?

The Ad-Junction platform is now generally available, has been successfully implemented and is currently in use by customers in both India and the United States.

Which platform is Ad-Junction built on?

Microsoft Windows.

Is Netxcell looking for additional funding?

Yes, an additional $2M in funding.

Any advice to young Software entrepreneurs?

Stay focused and have patience to ride the wild ride for a long time.

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