Surging mobile use in the Middle East opens the way for advertising | Survey: Location-based services are in high demand globally | Russia is last among BRIC countries in smartphone use
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25 April 2012
MMA SmartBrief - Europe, Middle East & Africa Edition
News for mobile marketing professionals

Campaigns and Case Studies
Surging mobile use in the Middle East opens the way for advertising
Given more consumers in the Middle East are turning to their mobile devices to conduct shopping research, mobile ad network Plus7 believes the Middle East will be a fertile field for mobile advertising. More than half of respondents in the seven-nation survey conducted by Plus7 said they access mobile sites and use applications daily. "Adoption of smartphones, 3G networks and data plans provides a ripe environment for advertisers looking to reach consumers through a variety of platforms including mobile browsers and apps," said Sagar Shetty, co-founder of Plus7. Memeburn (19 Apr.)
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Survey: Location-based services are in high demand globally
Around the world, location-based services are in high demand, with about 1 in 5 mobile owners already using such services and 3 in 5 overall have expressed a desire for them, according to a Mobile Life report from TNS. Among 20% of European respondents, finding friends was cited as a priority. Globally, about the same proportion said they wouldn't mind receiving location-based advertising. The Next Web (24 Apr.)
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Russia is last among BRIC countries in smartphone use
Among the so-called BRIC countries, China leads in smartphone penetration among Internet users with 59% while Russia trails the rest of the group at 28%, according to a survey by UM, formerly Universal McCann. Smartphones also account for only 11.8% of all mobile phones in Russia, the UM survey found. eMarketer (19 Apr.)
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Other News
Industry News
Shazam joins with Britain's ITV for mobile ad service
TV ads in Britain will be rendered interactive for mobile devices by Shazam under an exclusive distribution agreement with broadcaster ITV. The accord expands the service offered by Shazam for TV in the U.S., where many advertisers on "American Idol," the Super Bowl and other TV fare have had their ads enabled for mobile devices by Shazam. Mobile Marketing Magazine (19 Apr.)
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Africa leads world in use of mobile money
Africa accounted for 15 out of the 20 countries globally where more than 10% of adults had carried out mobile money transactions in the previous year, according to a survey by the Gates Foundation, the World Bank and Gallup. The leading country is Kenya, where 68% of adults said they had banked via mobile device. The Economist (free content)/Graphic Detail blog (24 Apr.)
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Market Trends and Research
Android gains on iOS in Europe; BlackBerry holds on
Android is the top mobile operating system in three of Europe's five leading economies, displacing Apple's iOS, according to data from mobile ad network InMobi. BlackBerry, meanwhile, remains in third position in four of the five countries and has gained share in two markets. The Wall Street Journal (tiered subscription model)/TechEurope blog (23 Apr.)
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