That’s according to this week’s APAC State of Mobile Advertising report from Opera Mediaworks in partnership with the Mobile Marketing Association.

The findings in the report, we’re told, are based on Q2 2015 data from 400 million unique users on the Opera Mediaworks platform.

A report summary by MAW highlights the dominant popularity of Android across the APAC region.

“Another fact from the report worth noting is that mobile growth can largely be attributed to the rapid adoption of Android devices,” the report notes. “In the second quarter of 2015, the Android operating system took the no. 1 position in market share of impressions served to mobile devices, accounting for more than 60 percent of traffic in APAC and just shy of 70 percent in the P4 region.”

To learn more, check out the full report here.

The post Report: Android Dominates Usage in APAC Region appeared first on Mobile Marketing Watch.

The organization is calling for entries in the first ever Australia and New Zealand SMARTIES Awards.

The MMA SMARTIES is touted as being the only global awards program devoted to mobile advertising, recognizing creativity, innovation and strategic thinking for over a decade.

Australia joins Indonesia, China, India and Vietnam in rewarding the accomplishments of the region’s mobile marketers.

“We’re very excited to expand our SMARTIES Awards program to Australia as it is a great way for us to recognize the consistent, excellent work that comes from the country,” said Rohit Dadwal Managing Director of the MMA in APAC.

“We believe that Australia can help pave the way forward in mobile for the rest of the APAC region, and showcasing great campaigns is an important element in increasing awareness and strengthening capabilities in mobile,” Rohit added.

The post MMA Invites Marketers Down Under to Enter Global Mobile Marketing Awards appeared first on Mobile Marketing Watch.

Consequently, the independent ad network senses a ripe opportunity that it is refusing to overlook.

The company tells MMW that it is moving ahead with plans to expand its operations into the fast-growing Asia Pacific region.

“Smartphone adoption rates across 29 APAC countries have spiked from 48% to reach 60% in 2014,” a provided statement reads. “Throughout 2014, the region’s impression market share continued to grow and it finished the fourth quarter at 26.1% — nearly triple the 10% it had three years ago.”

Impressively, Asia overtook Europe to become the second-highest generator of mobile ad impressions on the Opera Mediaworks mobile ad platform at the end of 2013.

So what does expanding into the region mean for Opera Mediaworks. The company says it plans to “focus on key geographies such as India, Indonesia, South Korea, Australia, Malaysia, Philippines, Vietnam and Thailand.”

As of this writing, new executives and team leaders are being put in place to help drive network growth and relationships with advertisers, premium publishers and developers in the Asia Pacific region.

“We see huge opportunities in mobile video adoption and, in turn, mobile-video advertising in the Asia-Pacific region,” says Vikas Gulati, the firm’s Managing Director in Asia. “We also see other trends in Asia-Pacific – the adoption of better audience targeting, and big retailers and e-commerce sites such as Flipkart and Snapdeal strengthening their focus in m-commerce as consumers get more comfortable making purchases on their mobile devices.”

The post Surging Smartphone Adoption Drives Opportunities for Mobile Brand Marketing Across Asia appeared first on Mobile Marketing Watch.

“That will be up 16.7% over 2014 usage levels, and double-digit growth will continue through 2016. In 2018, growth will have slowed to 7.4% for a total of 435.5 million tablet users in China,” eMarketer reveals.

Dominating tablet usage in the APAC region, it is now projected that within three years, some 435.5 million Chinese will be active tablet users. Putting those numbers into perspective, it is believed that by 2018, China will be home to more than half of all the tablet users (715 million people) in the region.

What’s more, says eMarketer, The average person in China is about twice as likely as the average for the region to use a tablet monthly this year, and the average internet user is 40.4% more likely to do so.”

The post China Now Dominates Tablet Usage in APAC appeared first on Mobile Marketing Watch.

But the anticipated growth, IDC warns, will require vendors and customers alike to “change their approach.”

So what does that mean exactly?

“Companies are always looking for ways to drive business transformation, deliver competitive differentiation and enhance the customer experience, and many are now realizing that the Internet of Things can help them deliver against these goals,” says Charles Reed Anderson, AVP at IDC Asia/Pacific.

On the demand side, the sheer size of the enterprise, government and consumer segments in Asia/Pacific will see vendors increase their IoT go-to-market capabilities in region in an attempt capture their share of the market. In particular, IDC believes the government, mining, energy and manufacturing industries will see the most significant growth and competition.

Anderson says 2014 witnessed an explosion of new IoT-related solutions, including consumer wearables, smart home products and industrial IoT solutions. But 2015 is poised to see even bigger growth.

“More importantly, however, is that 2014 has seen the maturing of the wider IoT technology vendor ecosystem, which helped ensure we have the capabilities to deploy complex IoT solutions today and deliver tangible value to governments, enterprise and consumers alike,” Anderson notes.

The post IoT Sees Growth in APAC appeared first on Mobile Marketing Watch.

The culprit? According to IDC, the fragmentation anticipated comes as a direct result of countries in the Asia/Pacific region beginning to utilize mobility in different fashions depending on their needs.

IDC’s data and research suggest that:

Companies across the Asia/Pacific excluding Japan (APEJ) region have been readily increasing their investments on mobility adoption. On average, over 70% of all survey respondents stated that there were some kind of mobility initiatives in their organizations.

“Enterprises across the region are realizing it’s no longer a question of why, but a question of how when it comes to mobility adoption in their organizations,” says Ian Song, Research Manager for Enterprise Mobility at IDC Asia/Pacific. “With the growing momentum of the trend of Bring Your Own Devices (BYOD), companies can no longer ignore mobile devices in the workplace.”

For the latest from IDC’s newest Enterprise Mobility studies, click here.

The post IDC Dishes on Fragmentation in APAC Region appeared first on Mobile Marketing Watch.

The installed base of wireless M2M connections in the Asia-Pacific (APAC) region will rise to 109.0 million in 2017, up from 32.6 million in 2012, according to IHS Technology (NYSE: IHS). By 2017, Asia-Pacific is set to be the second-largest regional M2M market, behind only Europe in total cumulative cellular M2M connection volume.

In January, IHS researchers say, eleven operator members of the Bridge Alliance in the Asian-Pacific region formed the Bridge M2M Alliance. The group was chartered to “promote the growth of cellular M2M services in APAC.”

The 11 founding Bridge M2M Alliance operators provide connectivity to more than 570 million mobile subscribers in the Asia-Pacific region.

The Bridge M2M Alliance will specifically address market inhibitors unique to the Asia-Pacific region.

“There are some fundamental structural challenges to the growth of multinational M2M deployments in Asia-Pacific that don’t impact other regions to the same extent,” said Bill Morelli, associate director of M2M & Internet of Things at IHS. “These problems include an overabundance of cellular air standards, major geographical barriers, and highly divergent market dynamics in different countries. The Bridge M2M Alliance could play a key role in overcoming these issues and enabling the region to attain its growth potential.”

The post New M2M Alliance Takes Aim at Asia appeared first on Mobile Marketing Watch.

According to the International Data Corporation (IDC), too few companies have been successful leveraging enterprise mobility solutions to drive tangible business benefits even though the industry is one of Asia/Pacific’s (not including Japan) fastest-growing markets.

In this region, the addressable market for enterprise mobility, which includes applications, devices, security, middleware, and professional services, is expected to grow from $1.4 billion in 2013 to $2.3 billion by 2017.

The market’s significant growth reflects the race for organizations to mobilize their people and business processes.

However, the harsh reality for many Asia/Pacific organizations is “the severe lack of understanding, expertise, and foresight” is impairing their ability to truly unlock the value that is enterprise mobility.

The post Understanding Mobile’s Mixed Bag in Asia appeared first on Mobile Marketing Watch.

The data, which was provided by Gartner, confirms that smartphone sales are still growing across all regions.

Worldwide mobile phone sales to end users totaled 435 million units in the second quarter of 2013, an increase of 3.6% from the same period last year.

As MMW previously reported, smartphone sales grew 46.5% in the second quarter of 2013 to exceed feature phone sales for the first time on record.

Worldwide smartphone sales to end users reached 225 million units, while feature phones sales totaled just 210 million units.

Samsung maintained the No. 1 position in the global smartphone market, as its share of smartphone sales reached 31.7 percent, up from 29.7 percent in the second quarter of 2012.

“Smartphones accounted for 51.8% of mobile phone sales in the second quarter of 2013, resulting in smartphone sales surpassing feature phone sales for the first time,” says Anshul Gupta, principal research analyst at Gartner.

The post APAC Smartphone Sales Climb 74% appeared first on Mobile Marketing Watch.