May 4, 2011
Asia is the Heart and Soul of Mobile: MMA
Consumer Engagement Takes Centre Stage At Regional Mobile Marketing Forum
Singapore, May 4, 2011 - Day one of the Mobile Marketing Association Forum Singapore (MMAF) was squarely focused on the consumer as the centre of and target for mobile marketing activity. Over 250 delegates attended the event from across the region, representing various segments of the mobile marketing ecosystem, from brands and agencies to carriers, technology providers and developers.
The Mobile Marketing Association's (MMA) Global Chief Executive Officer, Greg Stuart, set the stage for the two-day conference, acknowledging the importance of the consumer as the focal point of the mobile marketing ecosystem in his welcome address, and called Asia the heart and soul of mobile.
Industry experts expanded on the role of consumers in the mobile marketing value chain. Rahul Welde shared Unilever's mobile marketing manifesto that continually reinforced the need to think like the consumer and take the consumer's needs into account. Noted speaker, author and consultant Tomi Ahonen took to the stage with his usual energy to evangelise about the magic of mobile.
The obvious potential of mobile marketing, particularly in Asia, was taken as a given as other consumer-driven issues took centre stage, such as the need to keep campaigns interesting, or how permission marketing is a good way to work together with the consumer and lets them retain control.
"The industry is moving in a different direction now," said Rohit Dadwal, Managing Director, APAC, Mobile Marketing Association. "People are convincedabout the potential of the medium, and now we're trying to find the best way to move forward with the consumer in mind. The three take-aways from today are: one, mobile as an engagement tool cuts across digital and traditional marketing. Two, mobile can be used to achieve all brand goals, from consumer interest to purchase and long-term loyalty. Three, permission-based marketing with the consumers' interest at heart is the way forward for the industry."
In the afternoon, participants attended four different tracks, including Mobile Social Media, Insights - Consumer, Metrics and Privacy, Engagement - Multi-Channel Approach and Global View on Mobile Marketing.
Day two of the event will consider some successful case studies, as well as looking forward to the future of mobile marketing. Keynotes include speakers from The Coca Cola Company, CSL Limited, Microsoft Advertising, Nokia, Universal Music, Turkcell, Google and more.
Day two will also see the eagerly awaited 'The Pitch.' The 50-minute session will see six companies show off their mobile innovation or product or service by way of a six-minute on-stage demonstration.
About the Mobile Marketing Association (MMA)
The  Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and
local relevance.  The MMA's primary focus is to establish mobile 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. For more information, please visit
Rice Communications for the MMA
Tel: +65 6221 8047
Shruti Soni
Daniel Lim