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Asia-Pacific Yearbook 2014

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Asia-Pacific Yearbook 2014 Asia-Pacific Yearbook 2014 2200 people 24 offices 17 markets The premier global non-profit trade association representing all players in the mobile marketing value chain CREDITS Rohit Dadwal, Managing Director, MMA Asia Pacific Jasveen Kaur, Senior Regional Membership & Marketing Manager, MMA Asia Pacific Ammita M, Consultant, Strategic Projects, MMA Asia Pacific Tam Phan Bich, Country Manager, MMA Vietnam LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam Amanda Guan, Membership Manager, MMA China Maggie Qin, Marketing Manager, MMA China Madanmohan Rao, Yearbook Editor First published 2014 Copyright © 2014 Mobile Marketing Association Published by Mobile Marketing Association APAC Headquarters E-mail: [email protected] Website: www.mmaglobal.com All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publishers. Designed and produced by Reality Premedia Services Pvt. Ltd. MMA Asia-Pacific Yearbook, 2014 Foreword ...............................................................................4 Mobile Marketing and Content Consumption ....................................50 Welcome Letter ....................................................................5 Making Magic in the Moment: How Symbiosis Drives Mobile Ecosystems .......................................54 Executive Summary ..............................................................6 Philae Moment! ...............................................................................56 Part 1 5 Mobile UX Mistakes to Avoid .........................................................60 Mobile Marketing – Consumers and Brands .......................9 Global Initiatives, Local Mandate: Mobile Marketing Agenda .............63 Mobile: The Queen of Queens...........................................................10 Metrics and Accountability in Mobile Marketing................................65 Mobile as a mindset not just a channel ............................................12 Reaching Africa’s Masses through Feature Phones ...........................67 Creating Value for Media on Mobile and its Impact ...........................15 Dynamics of Australia’s Growing Mobile Market ...............................72 Why should Mobile Marketing be the most No Mobile, No Marketing .................................................................74 Strategic Imperative to Marketers? ..................................................18 Unlock the Potential of Mobile Marketing .........................................76 Big data meets mobile: How choice engines will shape the future ...........................................................21 The Landscape of Mobile in Vietnam: Critical Insights for Approaching M-consumers ................................78 It’s a Mobile World and APAC is Leading the Way ..............................23 ‘Mobile First’ approach: A do or die situation for global businesses .........................................................25 Part 3 MMA Board of Directors .....................................................80 The Real Challenge: Mobile Advertising and Attribution ....................27 How Location Reveals the True Potential of Mobile Marketing ..........29 Part 4 Challenges and Opportunities of Measurements in Mobile................32 MMA Membership ..............................................................84 Part 2 Part 5 Trends and Impacts ............................................................34 Award Winners: The Smarties ............................................92 Education: the evolutionary necessity...............................................35 Asia-Pacific China From Mobile to Mobility – the third wave in mobile marketing ..........37 India Indonesia Can Creative Ideas Maximize the Potential of Vietnam Mobile Media Buying?......................................................................40 Mobile Magic: What it takes to be a SMARTIES Winner ...................101 The small screen needs big ideas ....................................................42 Not your average text message ........................................................44 Part 6 Mobile’s Marketing Power across Search and Video ........................46 Data Points ........................................................................104 MMA APAC 2014 Yearbook FOREWORD Most brand marketers agree: Mobile is transforming creatively execute against and add inspiration to marketing and businesses like nothing else we have their mobile efforts. seen or will likely see in our generation. In just the last couple of years, we have witnessed how marketers The MMA has also developed a thorough learning are tapping into the power of mobile at an accelerated agenda aiming to provide its members and the rate to drive real business growth and profitability - industry with solid insights that promote the all while leveraging the unique intimacy only mobile understanding and success of mobile marketing for delivers getting them closer to their consumers than those in marketing and those who provide mobile ever before. solutions. From mobile data to wearable technology and from CMO interviews to the Mobile Playbook - Frankly, it feels like this moment is the most exciting and of course this Yearbook - each is designed to time to be in marketing. And it’s about to get even provide thought leadership for mobile marketing. more exciting as Mobile, and the MMA for that matter, is just getting started. MMA’s Smarties awards seek to find and acknowledge the most creative and effective mobile campaign in In May 2014, we released the globally adopted new the marketing industry today worldwide. In fact, we MMA mission: to accelerate the transformation and had more submissions in 2014 (half of which came innovation of marketing through mobile, driving from the APAC region) than even the prestigious business growth with closer and stronger consumer Cannes Lions Mobile Awards. engagement. Anchoring this mission are our core pillars all focused on delivering the highest level of So I encourage you to join us at any of our 15 value to our members: events next year (nearly a third in APAC), our over 75 webinars worldwide, the dozens of dinners and 1. Demonstrating Measurement & Impact: Proving educational sessions. Nearly 15,000 participants did the effectiveness and impact of mobile through so this year. research providing tangible ROI measurement and other data. In short, the MMA, as the world’s leading global 2. Cultivating Creativity & Inspiration: Guiding best non-profit trade association with 800+ member practices and driving innovation companies from nearly 50 countries, has never been 3. Building Capability for Success: Fostering know- better positioned to lead our diversified membership how and confidence within the marketer’s orga- of major marketers, ad agencies, mobile technology nization. platforms, media companies and operators. And we appreciate and further invite you to join the membership and staff of the MMA on this incredibly Put more simply, the MMA’s primary role is help exciting and world changing journey! marketers succeed in Mobile. And we are confident and committed that we have a powerful and aligned agenda in 2015 to accomplish this. MMA’s SMoX (Cross Marketing Optimization), our proprietary research initiative, will provide, for the very first time ever, real data on the effectiveness of mobile in the marketing mix as well as scientifically tell us the optimized level of mobile. There will be additional insights around the value and role of the many mobile elements, such as audio, video, native and location. These insights will be extracted from actual real world campaigns with Coca-Cola, AT&T, MasterCard, Walmart, Unilever and others in the U.S., UK, China and Brazil. MMA’s Mobile Inspiration Case Study Hub is currently Greg Stuart at 500+ curated case studies but will grow to well over 1,000 in 2015. That’s more mobile insight from CEO more countries behind more marketer objectives than available anywhere else. Our members can use Mobile Marketing Association these case studies as a way to understand how to New York • Singapore • London • Sao Paulo 4 WELCOME LETTER We are big believers in the power of mobile and its I hope that you enjoy this edition of the Yearbook. Do ability to drive transformation and innovation for the let us know if you have any feedback so that we can advertising industry. I know that you are too. make next year’s even better. Globally, there are more people who own a mobile phone than those who own a toothbrush! Today, Happy Reading! mobile is not simply a nice-to-have or must-have. Mobile is a must-do-well for brands and their agencies. This is the second edition of the MMA Yearbook in Asia- Pacific and we hope that you find it to be a valuable and comprehensive resource on all issues related to mobile marketing. This year’s edition includes essays by brand marketers, agency leaders, data and research providers, and social media companies on emerging mobile technologies, industry trends, and creating shared value for customers and brands through mobile. I’d like to thank all those who’ve contributed their expertise and have been instrumental in helping us put this together. Your participation is a critical factor in the success of all MMA’s activities from this Yearbook to our annual Forums. Rohit Dadwal In the year to come,
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