MMA Forum Asia Concludes with Focus on the Consumer | MMA Global

MMA Forum Asia Concludes with Focus on the Consumer

April 19, 2010

Industry commits to collaborating towards symbiotic growth

Singapore, April 15, 2010 – Day two of the Mobile Marketing Association Forum Asia 2010
(MMAF) brought some of the world’s largest brand, agencies and publishers together with
advertising networks and technology providers to discuss the growing importance of mobile
campaigns in the brands marketing mix. Over 200 delegates attended the MMAF at the Grand
Copthorne Waterfront Hotel this week, to learn, exchange information, share success stories as well as make connections.

Keynote speaker Kei Shimada, Founder & Chief Executive Officer, Infinita, set the tone this
morning with insights into the mobile value chain, sharing case studies from Japan. This set the tone for the rest of the day, as speakers from around the world demonstrated successful mobile campaigns across SMS, IVR and Mobile Internet.

The highlight was the focus on brands and agencies. Top executives from major brands like
Procter & Gamble and Unilever took the stage to explain what marketers wanted from mobile
marketing. Agencies also demonstrated how they were working with brands on campaigns that
enabled consumer engagement and interest, and in most cases, resulted in sales.

A highly anticipated session this afternoon was mobile ad network shoot-out, where
representatives from AdMob, BuzzCity, InMobi, MadHouse and Pudding Media competed for
brands and agencies mindshare for the best pitch. AdMob walked away with the much-coveted
iPad as the winner.

The day ended with the Global Leaders panel which saw industry leaders from around the world and exploring potential future directions. "What we need now is even more cooperation and synergy between all parts of the ecosystem. We've had fantastic discussions during the course of the event that will hopefully make this happen and move the industry forward," said Rohit Dadwal, Managing Director, APAC, Mobile Marketing Association. "MMA is all about bringing together the mobile ecosystem. The insights that we have gotten from a consumer perspective will lead to a win-win situation for the industry, and get a seat at the mass media table."

The event was also a great success online with live Twitter posts throughout the two-day event.
Updates can be found at #MMAF2010.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association
established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over 40 countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters, including North America (NA), Europe, Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches.

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