SE Asians Eager For Mobile Content

A recent study by LogicaCMG of (most Malaysian) adults in SE Asia found a very high interest in mobile content.
“For example, 73 percent of the Asia-Pacific respondents said they were into accessing ringtones, as compared to only 20 percent in Europe, 27 percent in North America and 25 percent in South America…High percentage of interest was also seen among the Asia-Pacific respondents when it comes to accessing games (49 percent), music (55 percent) and multimedia images (56 percent).”
Boudewijn Pesch, managing director of LogicaCMG’s Global Telecoms Division in Asia, said that operators needed to have a closer relationship with their customers.
“I think mobile operators should be able to find out about a subscriber’s particular interest — in football for instance, or more specifically an Arsenal or a Manchester United fan — so that they could offer specific content to specific target,” he added. According to Pesch, at the moment very few operators globally are actually able to create the personal relationship with the subscribers. “I think its an area where operators can create a lot of loyalty if they are able to communicate in a more personalised way with their subscriber base,” he said.
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