MOBILE MARKETING ASSOCIATION Asia-Pacific Yearbook 2013 Yearbook Asia-Pacific MOBILE MARKETING ASSOCIATION Asia-Pacific Yearbook 2013 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, Membership & Marketing Manager, MMA Asia Pacific Ammita M, Consultant, Strategic Projects, MMA Asia Pacific Tam Phan Bich, Country Manager, MMA Vietnam Amanda Guan, Membership Manager, MMA China Maggie Qin, Marketing Manager, MMA China Madanmohan Rao, Yearbook Editor Asia-Pacific Yearbook 2013 First published 2013 Copyright © 2013 Mobile Marketing Association Published by Mobile Marketing Association APAC Headquarters 9 Battery Road, #25-01, Straits Trading Building Singapore 049910 Tel: +65 9295 0960 E-mail:
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[email protected]) ISBN 978-981-07-8484-3 Table of Contents Foreword 1 Welcome Letter 3 PARt I – MobILE MARKETIng – StATE OF THE ART 1 Mobile: The Dramatic Revolution 7 2 Why Small Screens Need Big Ideas 9 3 The Unstoppable Forces of Demography and Technology: The Case of China, Asia’s Juggernaut 11 4 Mobile Ad Monetization Requires More Meaningful Metrics 13 5 Device