- Category: June 2016 - Mobile Marketing
Mobile devices are the most dominant and groundbreaking, wide-spread innovations that pave the way of Asia’s digital future. From taxi bookings, travel lodging to courier arrangements, mobile devices are part of everybody’s life, spurring the ongoing digital transformation.
CommunicAsia2016, EnterpriseIT2016 and BroadcastAsia2016 gather again the movers and shakers of the information and communications technology (ICT) at Marina Bay Sands Exhibition and Convention Center, where around 1,800 exhibitors and 34 international pavilions from 53 countries and regions come together to present and discuss the technology trends and innovations that are thriving or critical for the region’s digital transformation.
“Disruptive models from businesses like Uber and Netflix – who are speakers of this year’s events – have propelled organizations’ into innovating and reinventing themselves to stay ahead in a digitally transformed world”, Lindy Wee, Chief Executive, Singapore Exhibition Services said.
That’s why the conference is focusing on cutting-edge technology from robotics, Internet of Things (IoT) manifestations, virtual reality (VR) and more, alongside topical, forward-thinking conversations led by industry thought leaders. The conference program is timely, since today’s sharing economy, with disruptive app-based business models entering the Asia Pacific market, have raised discussions and drive for new ideas.
At BroadcastAsia2016, for instance, experts are discussing and examining this year the incredible shift in content consumption with the influx of new content creation methods and delivery strategies. Broadcasters and content providers across Asia battle for viewers and look for innovative ways to monetize production, which pushes new innovations from first time exhibitors such as CISCO, Dell, Tata Communications, Level3 Communications and Hyku into the limelight. Dell is showcasing, for instance, how content experiences can be rejuvenated with the latest in 360 degree VR capabilities, and Hyku presents its social TV application with patented second-screen sync technology designed to better connect and engaged hyper-connected consumers of today.
The industry is clearly aware of the increasing expectations of the consumers that challenges providers to offer more convenient and reliable access to content, which bringing us back to our beloved mobile “friends”.
To no surprise the show’s popular TV Everywhere! Zone returned this year with an emphasis on OTT and multiscreen solutions. According to research by Trustdata, mobile internet users in China spent almost 4% of their time last year on the mobile internet, viewing videos on iQiyi, and another 3.5% of time was spent on Tencent video. But though viewers spent the most time on iQiyi, data from Analysys International Enfodesk reveals that in 2015, the Tencent Video mobile app saw the most monthly active users—an estimated 108.2 million, which is a 90% change from 2014’s figure. iQiyi had the third most monthly visitors, at 96.1 million and is obviously one of the most rapidly growing app (184.4% change from the prior year) that was outperformed only by Mango Mobile TV.
In fact, eMarketer estimates that mobile video ad spending in China will become a three billion dollar business and will almost double this year. In addition, the research company forecasts that 2016 will be the first year in which mobile video advertising makes up more than half of all digital video ad spending in the country and that 2020’s mobile video advertising will amount to $9.15 billion, making up nearly three-quarters of all digital video ad spending.
Considering this figures and projections, Asia’s digital future looks bright for the ICT industry.
By Daniela La Marca