Maxis aims for bigger share of mobile ad market

KUALA LUMPUR: Maxis Bhd is aiming for a huge slice of the mobile advertising market with the launch of “myDeals,” its new next-generation permission-based mobile advertising.

The advertising is carried via Vienna-based Out There Media’s multi-channel mobile advertising marketplace technology called “Mobucks.”

Maxis’ chief operating officer Jean-Pascal van Overbeke said that with Malaysia projected to have 42.5 million mobile subscribers by 2014, the mobile advertising industry is enjoying strong growth.

The global mobile advertising sector is estimated to grow to US$16bil (RM54bil) by 2015.

The increasingly simplified use of mobile Internet with handheld smartphones provided big potential for this huge market, van Overbeke told reporters at the launch.

With the new services, he said advertisers can deliver targeted advertisements to their targeted audiences and get more effective responses.

“The good news for merchants is that myDeals is a complete service, serving the Out There Media mobile advertising marketplace technology over Maxis’ modernised network with combined consultancy service of both partners when it comes to tailored direct mobile marketing solutions,” he said.

Currently, 12 partners have signed up for the new services, including Malaysia Airlines, Colgate-Palmolive, Panasonic and BMW.

“It is anticipated that the audiences of Maxis and Hotlink customers opting for myDeals will grow continuously along with the increase in use of mobile devices to perform more functions,” Van Overbeke said.

Maxis, he said, is also looking forward to offering integrated advertising services over seamless networking of mobile, wireless and residential broadband and IPTV (Internet Protocol Television) access. — Bernama

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