Mobile technology the future of marketing, experts say

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Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Ltd, delivering opening remarks for the MMA Forum. Photo: MMA.

Marketing experts put forth new ways to engage with consumers via their mobile phones at the fourth Mobile Marketing Association (MMA) Forum in Singapore April 23-25.

"Now that mobile technology is firmly entrenched as a part of daily life, we will be looking to the future of mobile phones, to that smarter tomorrow we all want but that will only come if we pull together and make it happen," said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Ltd.

More than 50 leading experts spoke at the event, themed "Smarter Tomorrow," on topics such as utilizing mobile technology in marketing, recent mobile media innovations, compelling mobile marketing strategies and the multiscreen environment.

Ashutosh Srivastava, CEO Asia Pacific of Mindshare, predicted that "Within the next 5 years, mobile device activity will outstrip fixed PC usage in emerging countries."

Leading technology companies such as Google and Dell have recognized this trend and will expand their business with a central focus on Asia region.

Surprisingly, many advertisers have not realized the power of this medium. Mobile advertising spending is extremely low (1 percent), compared to user time spent on mobile devices (23 percent), according to a report by Flurry in 2011.

The MMA Forums provide an opportunity for all players in the mobile industry to network and share their thoughts on how best to capitalize on this technology's power.

MMA Forum Singapore 2012 is a part of the MMA Forum Series, whcih began in 2005. The event will be held in Shanghai this July for the first time. For more information on MMA Forum Series, visit

About the Mobile Marketing Association

The Mobile Marketing Association (MMA) is a premier global non-profit trade association with more than 700 member companies include agencies, advertisers, hand held device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices.

The MMA's primary focus is to establish mobile technology as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches.

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