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.