Asia-Pacific Critical to Global Mobile Marketing and Advertising Growth

If you follow the money in mobile, it’s a trail that will lead straight across the Pacific.

Today more than ever, Asia-Pacific matters in mobile. From the makers of today’s hottest smartphones and tablets, to the most aggressive adopters of mobile marketing, advertising and other mobile-centric practices, fortunes are being generated at a fast clip in this epicenter for all things mobile.

Just this week, The Global Times highlighted – in particular – the explosion of mobile advertising in the region.

In the report, claims of rampant growth were corroborated by Trevor Healy, Chief Executive Officer of Amobee, the mobile advertising company that offers global solutions to the largest mobile network operators, publishers, and advertisers.

By the end of 2013, Asia-Pacific is expected to become the largest market for Amobee, contributing some 40 percent of the company’s revenue, compared with 30 percent each by the United States and Europe.

Not surprisingly, over the weekend, Amobee announced an exclusive partnership with Asian mobile operators Globe, Optus, SingTel and Telkomsel.

Speaking to Asia’s growing dependence upon and love affair with mobile, Allen Lew, Chief Executive Officer of Singapore Telecommunications for its Digital L!fe division, says: “Consumers are increasingly choosing mobile devices for the consumption of content and to conduct research for their purchases. Many of them are also warming up to targeted ads which reflect their interests, connections or locations. This makes the mobile space increasingly relevant for brands and advertisers.”

In response to this highly lucrative and quickly expanding market, Amobee is expecting growth of 300 percent for itself in the Asia-Pacific region in 2013 alone.

But with the Asia-Pacific mobile advertising market “still very open,” the front runners are “yet to emerge as the final winners.” As a result, industry analysts expect an unprecedented concentration of efforts by mobile hardware, software, and service providers to capture the biggest piece of the Asian-Pacific market that they possibly can.