In the beginning of the speech, Tan shows his appreciation for Steve Jobs of Apple Inc. He believes that the lesson learnt from this great man is to be a great storyteller. “It is not enough to have a good idea; we have to sell it to advertisers to make deals,” said Tan.

Then, he explains SPH’s focus on mobile with the analogy of lions. He says that lions usually congregate at waterholes to stalk their prey. In the lion city “Singapore” in which newspapers take up 51% of the expenditure in Singapore, he tells that the reason why SPH bothers with mobile is they are looking for more waterholes and seek to secure themselves right across the border.

Next, Tan explains the phenomenal and exponential growth of mobile and digital and introduces the out-of-home platforms of SPH. “There will be more mobiles than TVs, mobile infiltrates our lives in such a deep way that we rely totally on mobiles these days,” Tan says.

Rizky Muhammad is the digital & interactive media manager from PT Telekomunikasi Selular of Indonesia, which is a brand-advertiser spending heavily on digital. He thinks that the case studies on mobile marketing are all very good. Moreover, he especially likes Geoff Tan’s speech “Leveraging Mobile Platforms at Singapore Press Holdings”, as it is “inspiring, informative and gives a sense of what the future of media looks like.”

Besides, Muhammad likes Hong Kong very much. “It is nice, lovely, with good weather. In Indonesia it is very hot. But in here, it is very accommodating,” he says.

What are the problems with cheap phones which make up 80 per cent of all models? They cannot display Vietnamese language and are running on different operating systems. To deliver the good content on mobile to Vietnamese, the application has to be compatible with different systems, pre-installed in handsets and is easy to use. 

Minh launched Vietnam+, the first and only licensed multi-language mobile news application in Vietnam which runs on 2G and 3G phones. By 1 Nov  2011, the number of VietnamPlus' mobile subscribers reaches 160,000 and in this year, they have at least 500 new subscribers each day. The company right now sells advertisements on the application and will be providing paid content on top of free content on a premium model. 

To begin with, she gives a snapsot of India, the Indian media landscape, and the Indian advertising market. India is the world’s fastest growing telecom market, with overall 80% tele-density. However, since there is an increased fragmentation of media, crossed platforms are employed to retain customers and attract the youth.

As India is one of the youngest nations on the planet (with more than 65% under the age of 35) and the young population tends to use mobiles a lot, she strongly believes that mobile and tablet content have huge latent demand, which needs to be promoted and monetized by content owners and partners.

In her opinion, those who rely on apps are power news customers. “Readers are willing to pay for apps, something which we all missed in web,” she says. Nevertheless, she highlights the importance to find the optimum price to get the maximum subscription revenue thorough user feedback and focus group discussions.