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