The era of mobile is here and we are lucky to witness the way it has seen a sea change and evolved to be an inseparable part of our lives. Today, it is inherently difficult to separate a man and his mobile. According to the FICCI–KPMG Media & Entertainment 2013 report, the rapid increase in mobile and wireless connections is driving the growth of internet penetration in India and its key beneficiaries are new media segments, including internet advertising, online classifieds, and gaming.

Singapore is one of the most digitally advanced markets in the world. Consumer adoption of mobile devices has fascinated the industry. There is no doubt that Singaporean consumers love their gadgets.

This can even been seen in the smartphone penetration in the market.  Recent research shows that smartphone penetration alone in the market was at 90 per cent for a population of 5.31 million.  The penetration of mobile devices, pegged at 7.8 million, is stated to be at 150 per cent.

The Mobile Marketing Association has partnered with comScore to provide a series of valuable mobile insight reports for 2013. The Mobile Barometer contains audience measures for a range of mobile activity with trends in device ownership and platform share broken down by age and gender. This quarterly report is free to download and covers the five biggest mobile markets in Europe respectively - UK, France, Germany, Spain and Italy.

The MMA Consumer Best Practices (CBP) for Messaging, for the United States market, provides a guide to implementing short code programs. This guideline document is a compilation of accepted industry practices, common wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. This is the last and FINAL document of its kind to be released by the MMA. All future inquiries should be directed to the CTIA.

Marketers are constantly being challenged to get the most out of their marketing budgets. The search for the optimal marketing mix, improved ROI and new consumer insights along the entire path to purchase is a constant requirement of successful marketers. The process of measuring campaign performance that informs and delivers these results is often referred to as measurement or analytics, and as noted in Figure 1 analytics is high on the list of marketer’s needs and plans. Analytics is in a maturing process in the online realm, but it remains nascent in mobile.