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 more limited. And, of course, they did not forget the region's current powerhouse: China.

Reaching Chinese consumers

At present, more than 300 million phones with 3G capabilities are in use across China, and Sir Martin Sorrell, CEO of WPP Group, argued the on-going growth in this audience would herald a major transformation. "By the time we get to 400 million smartphones in a short period of time, that will be a tipping point, the breakthrough point, for mobile adoption," he said in a pre-recorded interview.