Rohit Dadwal

The Mobile Marketing Association is an organisation riding the wave. Some of us can remember Rohit Dadwal, Managing Director, Asia Pacific, MMA, coming to Singapore and struggling to get his voice heard. For years we heard over-optimistic voices in the mobile technology sector talking of the ‘year of the mobile’ followed by little progress. Now mobile has become a significant and accepted media platform with more people accessing the Internet by smart and feature phones than by the desk-top computer.

The theme for this year’s MMA Forum Singapore was ‘Deconstructing Mobile’. The focus, said Dadwal, was on the evolution of new and powerful technologies and how marketers can disrupt traditional marketing to make use of the mobile marketing channel.

Speaker Rahul Welde, Vice President, Media, Asia, Africa, Middle East and Turkey, Unilever.

Speaker Edward Pank, Managing Director, Warc Asia Pacific.

There were over 40 speakers coming from technology companies, media agencies and advertisers. There was probably something for everyone in the presentations. Yet some delegates expressed slight disappointment. This could stem from the very success of the mobile industry. We have become very familiar with this new media. The mobile platform is well-established and accepted so perhaps the excitement is waning. On the technology side, we are simply seeing refinements not anything new. The agencies now have a good idea of what works on a mobile screen and what doesn’t. At this stage, the marketing directors simply want to learn how best to engage with mobile user and there were some good examples of campaigns shown this year. A couple of speakers focused on the tablet which brings a new toy into the mobile playroom.

The MMA is fortunate to get the support from partners such as Vserv.mobi; Gemalto; Goldsun Focus Media; Mobilewalla; Out There Media; Madhouse Inc; OpenMarket; Opera Mediaworks; AdJapon; Millennial Media; Videology; SingTel Advertising; and Ripple. The delegates also ought to be grateful to the cocktail and lunch sponsors as well as Pan Pacific Hotel for the quality of the refreshments and meals. All in all, a well-organised event by MMA Asia.

The Smarties

Sonya Madeira

On the last evening of the Forum, for the first time, the MMA honoured the best work in the region by combining with The Smarties Asia Pacific. Awards over a variety of categories in the mobile sector were presented in the Pan Pacific Hotel ballroom. Sonya Madeira of Rice Communications was a good choice as the Master of Ceremonies for 2013 awards dinner and presentations. There were twenty-one company and individual honours handed out on 23 August and these are listed below.