The Asian contingent is now witness to some of the fastest growing markets around the world in the mobile services world. And this growth has been triggered by two parameters, functionality and affordability, says the Mobile Marketing Association (MMA).

In a new whitepaper titled, ‘Asia Mobile Telecommunication Innovations’ MMA says that affordability in the region has mainly be brought about by availability of affordable handsets and lowering of prices due to competitive market forces.

The functionality quotient has been increased due to increased popularity of smartphones.

“Undoubtedly, the mobile device is the most personal technology in use today, a fact that presents immense potential for engagement through mobile advertising and marketing. The increase of function-rich smartphones in the market with larger screen size, better web browsing capabilities and longer battery life, combined with ‘all you can eat’ data packages is driving the growth of mobile Internet making it a ready channel to connect with customers,” says Rohit Dadwal, Managing Director, Asia Pacific, Mobile Marketing Association.

According to the trade association, the four key emerging mobile functionalities that are driving growth in Asia include mobile payment, mobile gaming, mobile healthcare and mobile music.

 “Currently, Singapore and Hong Kong are the most mature electronic payment markets in Asia. The industry is growing rapidly and provides significant opportunities for all electronic payment Channels including mobile platforms. With a focus on services/product innovation, mobile operators and value added services providers are aggressively working on payment options through mobile platforms – which will be the most lucrative segment in the medium term across Asia,” adds Damien Duhamel, Managing Director, Solidiance.

The increased uptake of gaming services allows a scope for advertising thereby opening up new avenues of revenue generation for publishers, distributors and service providers.

Mobile healthcare too is picking up in the Asia Pac region with a reported growth rate of 80% with estimates valuing the segment to notch up $ one billion by 2010. Some of the popular applications include remote patient monitoring, mobile nursing, mobile medical records access, access to free mobile healthcare information etc.