The move to multiplatform, integrated ad campaigns in the Asia-Pacific region will help mobile take off as a platform, says Rohit Dadwal, managing director at Mobile Marketing Association Asia Pacific. Toward that end, the MMA is pushing for the adoption of common standards, Dadwal noted, and it is projecting that the region will account for as much as $10 billion of an expected $15 billion global market in three to four years.

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