Mobile in Asia: Perspectives from MMA Forum Singapore

This event report assesses the growth of mobile in Asia Pacific. With over 300 million phones boasting 3G capabilities now in circulation, China is said by Sir Martin Sorrell to be nearing a fundamental "tipping point" that brands cannot afford to ignore.

Mobile in Asia: Perspectives from MMA Forum Singapore

Low Lai Chow

Growth in smartphone penetration is the one constant characterizing the mobile space in Asia Pacific. Usage patterns, by contrast, vary radically between – and, indeed, often within – individual markets, meaning brands must strive to understand the habits and needs of consumers at an extremely granular level.

Several speakers at the MMA Forum, held in Singapore, provided some statistics to help marketers do just that, covering countries like South Korea, Japan and Singapore, where smartphone penetration is high, to nations including India and Indonesia, where uptake levels remain...

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