MMA SmartBrief - APAC Edition

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18 December 2012

News for mobile marketing professionals

Campaigns & Strategies

Why mobile marketing's future lies in NFC, location tools
The development of mobile as a marketing medium lies with near field communication and location-based marketing, rather than the mobile Web, says Damien Cummings, regional marketing director, digital and social media at Samsung Asia. In addition, mobile allows for multi-screen outreach to consumers, combining the power of TV and the Web, says Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore. "Technology has certainly been an enabler and we will see more brands embracing new possibilities," he says. Marketing-Interactive.com (Singapore) (13 Dec.)

Real-time tweaks in mobile campaigns gain new importance in 2013
Mobile marketing campaigns will be continuously revised in the coming year, as advertisers work hand-in-hand with research agencies to fine tune their campaigns in real time, predicts research firm Millward Brown. "Advertisers have now moved beyond the click and require insight into the brand impact of their online activity alongside their click data," Guy Turton, an analyst for the research agency. Marketing Mag (Australia) (17 Dec.)

Integrated Marketing

TV via mobile devices introduced in Hong Kong
Residents of Hong Kong can now get eight channels of television on their mobile devices through China Mobile Hong Kong's UTV service. The service is available through all mobile networks for HK$58 a month, plus the one-time purchase of a dongle for HK$500. Android users can stream the channels without the dongle using their wireless data plan, a feature that iPhone users will get in the new year. Telecom Asia online (Hong Kong) (11 Dec.)

China's Chengdu to be model mobile commerce city
China Mobile and China UnionPay have agreed to work with the city of Chengdu to transform the city into a model for mobile commerce. The two companies will be teaming throughout the city to deploy NFC-enabled mobile wallet terminals and upgrade other forms of mobile payment. The initiative follows up on a year-old government designation of the Sichuan capital as a model for e-commerce. ZDNet (Asia) (11 Dec.)

Research & Metrics

Apple reports latest iPhone an early hit in China
The sales pace for Apple's latest iPhone in China is the fastest ever, the company reports, with 2 million handsets sold over the first three days of availability. China is the second-biggest market for Apple, following the U.S. CNET (16 Dec.)

Australia's mobile shoppers tapping in late at night
Mobile shoppers in Australia are tapping into their devices late at night to complete their holiday shopping agenda. The peak period during the week is Thursday nights between 10 and 11, PayPal Australia says. "Our data demonstrates that for consumers, there is residual ‘shopping time’ continuing on from the in-store experience, after they leave the shopping center, on their mobile devices," said PayPal Australia Managing Director Jeff Clementz. Marketing Mag (Australia) (14 Dec.)