Mobile in Asia: Content is the new destination

Triveni Rajagopal

This article argues that too many marketers are effectively looking at the rear-view mirror instead of the road ahead and highlights three important areas to address in Asia's new mobile ecosystem.

Mobile in Asia: Content is the new destination

Triveni RajagopalUnilever Singapore

Mobile in Asia

This article is part of a collection of articles on mobile in Asia. Read more.

Digital content is everywhere; it calls no single place and every place home – website, app, messages, the cloud. Content is no longer what people consume, content is where people go. Recognising this will radically alter the status quo, with implications for everything from asset strategy and media spending to agency remuneration.

Imagine you're driving a fast car on a highway. Your foot...

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