At the end of the first day of the Mobile Marketing Association Forum Singapore 2012, the key message to take back is that to make mobile the most popular platform for brand building, the marketers need to understand the important role the tech savvy and always mobile consumer plays today. Interestingly the speakers, while emphasising the importance of mobile also spoke about how the best way to leverage the mobile platform is to look at a converged scenario of mediums and channels rather than as a technology silo.
Themed ‘A Smarter Tomorrow’, the MMAF highlighted how the development of the mobile marketing and advertising industry is dependent on a deeper understanding of tech-equipped digitally-aware consumers, who have come to understand and shape the new emerging media. “The tech-equipped digitally-savvy consumer of the future is the clear focus, as they use their mobile devices in ways that brands and marketers could never imagine. This year we’ve had more of everything – more brands, more delegates, more insights. This is a reflection of reality. Mobile is so much a part of everyday life that now it’s the consumers who are shaping the landscape of this new media,” said Rohit Dadwal, managing director, APAC. Nearly three hundred delegates and speakers were present at the event held at the Grand Hyatt, Singapore featured presentations from industry and media leaders such as PricewaterhouseCoopers, Google and Nokia.
Consumers will be less concerned about the distinctions between mobile and digital and Internet, but will simply operate within a converged space, Guest-of-Honour, Michael Yap, deputy CEO, Media Development Authority of Singapore (MDA) told the delegates at the Forum when he opened with his Keynote Address. His talk set the stage for the day’s discussions as he explained Singapore’s world-leading efforts to encourage the development of the interactive digital media sector, including MDA’s international research network, collaboration with industry (including test-bedding programs with a mobile marketing focus) and other progressive programmes.
In the next presentation of import, Marcel Fenez, global leader Entertainment & Media, PricewaterhouseCoopers explained that consumers take technology as a given, and that they are more interested in content than in channels. Continuing on this theme of consumer’s growing importance, Srikanth Raju, head, Ecosystem, APAC, Nokia said, “At one point there may be low-end devices, but there are no low-end consumers (meaning that consumers all want compelling experiences, regardless of the device).”