Phonevalley, the mobile marketing arm of the Publicis Groupe, is expanding its global footprint in the Asia-Pacific region. Phonevalley has deployed its international strategy with the opening of a hub in Singapore and offices in India and China.
Phonevalley’s APAC presence will help the agency offer regional brands and advertisers mobile campaigns more adapted to their local marketing objectives and client requirements. Through this, Phonevalley will be able to achieve greater efficiency and results while helping its clients to better engage their consumers.
Alexandre Mars, CEO, Phonevalley, and Publicis Groupe Head of Mobile, said, “We are committed to delivering the best in class mobile advertising campaigns in the APAC region. Our presence will facilitate our work and help our clients leverage the great returns available through mobile. It will also help us interact more easily with all APAC-based Publicis Groupe agencies. I look forward to building up great opportunities on mobile for our partners and clients in the region.”
Nakul Chopra, CEO, Publicis South Asia, said, “Pertinent to the mobile advertising space in India, Phonevalley’s entry in India is the first among the many steps in this direction from the Publicis Groupe through which we will now be aggressively tapping the digital space in the mobile segment.”
Meanwhile, Devashish Sarkar has been appointed as Phonevalley’s Regional Director for the APAC region. He has extensive consumer marketing and media experience in companies such as BBC Worldwide, British American Tobacco, Philip Morris and Tupperware, and has worked in India, China, Indonesia and Singapore.
On his appointment, Sarkar said, “I am very excited to be joining Phonevalley during the company’s expansion phase in the Asia-Pacific region. APAC is a critical region for innovation in the mobile field. Marketers are used to operating SMS campaigns and they now target the most influential parts of the population through search and display campaigns. I am thrilled to be helping brands and agencies build a strong presence on mobile.”
Asia accounts for over 1.3 billion mobile subscribers and today analysts see mobile as the No. 1 device to access the Internet. In China, for instance, there are 600 million mobile subscribers, compared with only 80 million PCs. The penetration rates of mobile phones and Internet are 42 per cent and 14 per cent, respectively. In India, mobile growth is ramping up and the country has generated 100 million new subscribers over the last 12 months to total around 290 million.
Furthermore, analysts foresee that mobile advertising expenditures in key APAC markets together will total $6.9 billion in 2012, up from $738 million in 2007. This should be higher than the US or Western Europe spends.