The mobile agency within Havas Media, Mobext, has opened new offices in Indonesia and Hong Kong. Earlier in September the company started operations in Singapore and Malaysia as well. The former CEO of Mobext Philippines Arthur Policarpio has been promoted to head of Asia, which is now present in six markets in the area, including the Philippines and India.
Speaking with CampaignAsia, Policarpio said that the penetration rates of mobile devices in the Asia had progressed quickly and it was time to offer marketers a compelling reason to invest in mobile marketing. The plan is to encourage small-scale testing among brands so they prove to themselves the potential of the platform as it comes to scale. Mobext in Asia will produce research to support the education and testing efforts. “It is our aim to become the biggest mobile agency network [across Asia], working with the largest clients.”
In a statement, CEO of Havas Media Asia Pacific Vishnu Mohan said: “If you look at Asia Pacific, mobile has evolved beyond a touchpoint in consumer’s life. In China and India, we are seeing exponential growth in mobile usage even in the tier 2 and tier 3 cities. Our ambition is to ride on this growth and deliver our world class mobile marketing offering to brands looking to expand in some of the biggest markets in the region. “
Mobext now has operations in 19 global markets.