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Mobile
Marketing
Trends in Asia
By AnurADHA SHuKlA
During the past decade,
the world has
witnessed the tremendous
popularity growth and
influence of the Internet and
other technological innovations
such as mobile multimedia
devices like smartphones,
tablets and other
similar high tech gadgets.
Their impact is felt across several industries
and in various regions across the globe.
This has resulted in a shift in marketing
strategies with brands, products and services
moving away from the costly but less effective
traditional media to the new and highly
interactive mobile marketing channels.
There are now more than 4 billion users
of mobile phones and other similar
internet-ready mobile devices worldwide.
research indicates that 90 percent of these
mobile users readily accept and read SmS
messages and other mobile alerts, making
mobile marketing a very cost-effective way
of reaching out and interacting with potential
customers. in many parts of europe and
Asia, companies have started to adapt mobile
marketing with SmS advertising as its
most popular and responsive branch, with
millions of advertisements sent every day.
reports from industry experts inmobi
and Synovate have indicated a growing
trend and reception among Asia-Pacific
consumers in receiving mobile advertising
through SmS messages, text codes and
mobile ad networks. With smartphone and
tablet shipments accelerating in shipment
quantities throughout Asia, spurred by declining
gadget prices enjoyed by consumers
in various parts of the region such as China,
india, indonesia, Thailand and the Philippines,
mobile marketing will definitely enhance
revenue streams for Asian companies
in 2011 and beyond.
mobile marketing Trends
in Asia for 2011
According to the mmA, the market is expected
to grow by up to uS$14 billion by
2011, with a huge percentage of the revenues
coming from the Asia Pacific region.
The following describes in brief
the top mobile marketing industry
predictions in the Asia Pacific region
as recently reported by the mobile
marketing Association (mmA).
• more personalized mobile
marketing messages
– mobile advertising
was previously branded
as nothing more than
spam on the mobile
phone. Companies then
20 | A-P BuSineSS & TeCHnology rePorT
•
adopted permission-based marketing
to overcome this perception and this
was reinforced with the standardization
of regulations. With increased
personalization and privacy, mobile
marketing will increase its effectiveness
and will continue to grow more
credible among consumers.
Increased data usage with overthe-top
services – revenue focus
by mobile operators will move from
on-deck operator ads to applicationbased
value-added services. Telecom
service providers and operators will
make a comprehensive review of
their existing publishing business
investments and will concentrate
more on enabling more devices like
tablets within their networks.
• more free communication channels
across multiple devices
•
– There will be an increase in applications
that will provide free SmS,
free video calls, and free phone calls
across multiple mobile device platforms,
with mobile video showing
the greatest increase in consumption.
This free content will be subsidized
by ad units shown on partial but interactive
parts of the mobile screen.
windows 7 mobile reborn – The
availability of too many phone variants
proved detrimental to the success
of Windows 7 mobile, unlike
that experienced by Apple and research
in motion (rim), which both
focused more on maintaining strict
hardware specifications. The re-
Yuliya Trukhan | Dreamstime.com
birth of Windows 7 mobile will
change all that by using stricter
hardware requirements and restricting
use of the new oS from phones
that are not compatible.
• hTmL5 versus Apps
– Apps continue
to dominate mobile content
and are expected to continue growing
in popularity until 2013. With
the advent of HmTl promising great
functionalities and opportunities,
apps will be facing stiff competition
from then on.
• Integration of Augmented reality
(Ar) and Location based Services
(LbS) – gPS and digital compass
capabilities in smartphones and
mobile devices allows for the combination
of Ar and lBS that will allow
the overlaying of real-time graphic
content related to the current geographical
location of the user.
• Increased use of mobile micropayments
– electronic payment
will now evolve from the use of ATm
cards to the use of electronic wallets
that are accessible through their
mobile devices, giving users secure
purchase opportunities wherever
they may go.
• mobile blogging renewed – The
capabilities of smartphones and tablets
make them mini-computers in
their own right, providing writers
and bloggers with a writing platform
which they can use to upload
content to their websites even while
on the go.
• more browser-capable mobile
devices – experts predict that 85
percent of mobile devices that will
be shipped in 2011 will already have
browser capabilities. more users can
now view richer content on these
devices, making them an effective
medium for marketers.
• Enter mobile 3D – 3D technologies
have also grown into popularity
now that more gadgets are moving
towards incorporating these technologies,
and these include mobile
devices. Although a practical and
usable device may not be available
this year, there surely will be a lot
of experimentation in this area from
several providers and operators. a-p
FURThER READING:
• Mobile Marketing Association
www.mmaglobal.com
• Asia Telecom News
www.asiatelecomnews.com
• iMedia Connection
www.imediaconnection.com
COMPANIES MENTIONED
IN ThIS ARTICLE:
• Apple
www.apple.com
• InMobi
www.inmobi.com
• Synovate
www.synovate.com
E-Vehicle Push
in Asia-Pacific
By KeVin liu
When Chinese Premier
Wen Jiabao
pledged his country’s
commitment to save
energy and clean up the
environment, he not only
expressed China’s commitment
to respond actively to
impacts caused by climate
change but the whole Asia-
Pacific region’s commitment
as well.
Spearheaded by China’s goal to reduce
carbon emissions by 40 percent by the year
2020, most developing countries in the region
have also expressed their role in saving
energy and reducing harmful emissions.
in a bold move, many Asian economies
have aggressively made headway into the
adoption and mass utilization of various
kinds of e-vehicles. many of these countries
have tapped both foreign and local developers
and manufacturers to build e-vehicles
that are unique to the country’s transportation
culture. Such strategies are effective in
facilitating faster assimilation of e-vehicles
into mainstream usage, and with government
support could provide a significant
impact in reducing the pollution caused by
conventional transport systems and reduce
these countries’ dependency on petroleum
products.
Updates on E-Vehicle Adoption
and Use in Asian Countries
The following describes current inroads
made in various countries in the Asia-Pacific
region with their adoption and use of
e-vehicles as a clean alternative for conventional
transportation.
• philippines – As one of the most
oil-dependent countries in Asia, the
Philippines is taking steps to address
this ever-growing dependence on
fossil fuels as more households, factories
and transportation increase in
number. Working with the Asian Development
Bank (ADB), the electric
Vehicle Alliance of the Philippines
(eVAP), and the Congressional Commission
on Science and Technology
and engineering (ComSTe), they
have collaborated in the deployment
of 20,000 electric tricycle units
in various locations across the country.
This is part of the bigger move
by industry players and government
agencies to further develop the evehicle
industry in the country with
the development of green transport
systems that will include the electric
tricycle, hybrid jeepneys, electric
buses and electric bicycles.
• Singapore – The preferred green
vehicles in this country include the
hybrids and the Compressed natural
gas (Cng) vehicles. According to the
Singapore land Transport Authority
(lTA), there are more than 2,462
hybrids, 4,473 bi-fuel Cngs and 26
pure Cngs registered in the country.
To further improve the number of
green vehicle adoption, the country
has implemented the green Vehicle
rebate (gVr) scheme which will
Olga Besnard | Dreamstime.com
•
provide buyers with a 40 percent
rebate based on the vehicle’s open
market value. Further development
of e-vehicles is also being pursued
and spearheaded by a government
multi-agency taskforce headed by
the energy market Authority (emA)
and the lTA, with car manufacturer
renault-nissan signing up and participating
in this program to provide
e-vehicles to the public.
Thailand – Just like any other country
in Asia, Thailand is also faced
with the problems brought about by
rising oil prices, compounded by the
resulting pollution from petroleumbased
fuels. The government initiated
its own e-vehicle policy called
e-Co Car, with electric vehicles limited
to sizes ranging between 1.32
meters wide and 3.6 meters long. At
the forefront of this development
is Thailand’s Clean Fuel energy enterprise
Co. ltd., a company developing
and researching equipment
and weaponry for the royal Thai Air
Force. The company has now produced
several electric powered vehicles
powered with batteries which
are currently being used in large industrial
estates, hotels, resorts, golf
courses and other tourists areas vital
to the country’s economy.
• India – The indian government
has recognized the importance of
promoting electric vehicles and has
mobilized the national Council for
electric mobility (nCem) and the
national Board for electric mobility
(nBem). These agencies will spearhead
the development and promotion
of hybrid and electric vehicles to
reduce the country’s dependency on
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