The Direct Marketing Association of Singapore continues to do a great job in educating and enthusing the marketing industry. SingTel’s Head of Global Advertising, Grant Watts, spoke at the DMAS lunch on 24th January on the developments in the mobile industry and the impact these changes are having on communications. The venue at the American Club quickly filled with executives from the Mobile/Interactive sector, Publishing, Marketing and DM industries.

Watts said that we should not forget that SMS is still growing and it is still the only way to reach a wide group of customers. “No other medium can offer the estimated reach of over 21 billion in the next five or six years” said Watts. He added that we will see a transition from feature phones to smart phones in the near future and we have to guess what this new group will desire. The mobile device has become the centre of consumers choice. From the mobile device the users are connected to so many other areas of their life. In fact, many people feel panicky without their phone (73%). There is now a medical term for this condition: Nomophobia!

Watts pointed out that the share of ad revenue is small in Asia compared to the USA. Advertisers do not realise that mobile data is a precious commodity – the new crude oil of today’s world.