MMA SmartBrief - APAC Edition

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05 March 2013

News for mobile marketing professionals

Campaigns & Strategies

Gucci going mobile in Asia-Pacific
A mobile-optimized site from Gucci is on the way for the Asia-Pacific region, building on the success Gucci has realized with a similar effort in North America. "Based on the rapid growth we have seen in mobile purchases it was important for us to create the kind of luxury experience in mobile that we are known for in the industry and that our customers expect from us," said Gucci President Patrizio di Marco. Digital Market Asia (04 Mar.)

4 big Asia-Pacific carriers in deal with Amobee for ad platform
The Philippines' Globe Telecom, Australia's Optus, Singapore's SingTel and Indonesia's Telkomsel have signed up with Amobee to use its mobile advertising platform. Amobee said that Pulse for Publishers allows for enhanced "mobile inventory with targetable user data" according to time, place and consumer preferences. ZDNet (Asia) (26 Feb.)

Integrated Marketing

Malaysia's Media Prima integrates on-air, online advertising
Broadcast ads are now being integrated with ads on Malaysia's Media Prima Radio Networks streaming online service to allow for better consumer engagement. "We discovered that user behavior online and on air is very different," Media Prima digital technologist Ben Loh said of the adoption of the Interad ad-serving tool. Marketing-Interactive.com (Singapore) (01 Mar.)

Asia set for big advance in NFC as 3 major carriers agree on standards
China Mobile, Japan's NTT DoCoMo and South Korea's KT reached a roaming agreement on near-field communications standards, clearing the way for advances in NFC touch-card technology across Asia. The roaming agreement covers almost 800 million subscribers. Computerworld/IDG News Service (25 Feb.)

Research & Metrics

Mobile payments making biggest inroads in Asia, Africa
Asia is part of the forefront for global adoption of mobile money, according to a report from the mobile operators’ industry association GSMA. And the potential in Asia is still vast, with Indonesia alone noting 106% mobile phone penetration, while only 20% of its people have bank accounts. Philippine Daily Inquirer (28 Feb.)

Industry News

MMA welcomes AdChina as Global Premium Member
The MMA announced that AdChina is now one of its Global Premium Members. AdChina is one of China’s leading technology-driven integrated Internet advertising platforms. "With AdChina joining the MMA roster as a Global Premium Member we will work to strengthen the company’s mobile offerings and collectively advance the mobile marketing industry in China and Asia-Pacific," said Greg Stuart, MMA's global CEO. Digital Market Asia (25 Feb.)

SmartQuote

The man who insists upon seeing with perfect clearness before he decides, never decides. Accept life, and you must accept regret."

--Henri Frédéric Amiel,
Swiss philosopher, poet and critic

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