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Mobile marketing is gaining momentum in Asia.

MOBILE advertising and marketing is set for continued growth in Asia
thanks to the opportunities offered by rich media. This is according
to a report carried out by the Mobile Marketing Association (MMA).

Sean Rach, the director of digital media and corporate events at
Prudential Corporation Asia, said that this form of mobile advertising
could have a particular impact in Asia, because the continent is home
to some of the world's most advanced mobile networks.

"The opportunities presented demonstrate how mobile advertising is
advancing rapidly and technology is far from a barrier"

Advances such as rich media mean that mobile advertising has the right to gain "greater consideration in the marketing mix", he added.

A recent report from Gartner highlighted Asia's potential as a target
for mobile advertising, revealing that handset sales grew by 6.7 per
cent year-on-year in 2009.

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