Mobile Marketing Association Forum Asia 2010 Concludes with Focus on the Consumer

Day two of the Mobile Marketing Association Forum Asia 2010(MMAF) brought some of the world’s largest brand, agencies and publishers together withadvertising 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 GrandCopthorne Waterfront Hotel this week, to learn, exchange information, share success stories aswell as make connections.Keynote speaker Kei Shimada, Founder & Chief Executive Officer, Infinita, set the tone thismorning with insights into the mobile value chain, sharing case studies from Japan.

This set thetone for the rest of the day, as speakers from around the world demonstrated successful mobilecampaigns across SMS, IVR and Mobile Internet.REACH AND ENGAGE WITH CUSTOMERSThe highlight was the focus on brands and agencies. Top executives from major brands likeProcter & Gamble and Unilever took the stage to explain what marketers wanted from mobilemarketing. Agencies also demonstrated how they were working with brands on campaigns thatenabled consumer engagement and interest, and in most cases, resulted in sales.

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

The day ended with the Global Leaders panel which saw industry leaders from around the worldand exploring potential future directions. "What we need now is even more cooperation andsynergy between all parts of the ecosystem. We've had fantastic discussions during the courseof the event that will hopefully make this happen and move the industry forward," said RohitDadwal, Managing Director, APAC, Mobile Marketing Association. "MMA is all about bringingtogether the mobile ecosystem.

The insights that we have gotten from a consumer perspectivewill 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 associationestablished 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, establishmobile media guidelines and best practices for sustainable growth, and evangelize the use ofthe mobile channel. The more than 700 member companies, representing over 40 countriesaround the globe, include all members of the mobile media ecosystem. The Mobile MarketingAssociation’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) andAsia Pacific (APAC) branches.