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Mobile Marketing Association announces mobile marketing trends
MUMBAI: The Mobile Marketing Association (MMA) has come out with its annual top 10 industry predictions for mobile marketing in the Asia Pacific region.
With these predictions on hand, MMA attempts to provide a guide to new and existing technologies that will dominate the market in the coming year.
Said MMA Asia Pacific MD Rohit Dadwal, “Recent industry reports from InMobi and Synovate have revealed that consumers are showing a greater inclination towards receiving mobile advertising and marketing messages. The global mobile advertising market is expected to grow to $13 to $14 billion in 2011 and Asia Pacific is expected to bring in the majority of this revenue followed by North America and Europe.”
The report expects mobile devices to continue to be important tools for purchase decisions in the coming year. The MMA believes that the mobile marketing channel will gain more credibility in the new decade.
MMA expects permission-based mobile marketing options to gain popularity that will lead to a rise in real-time brand-to-consumer interactions.
According to the report mobile micropayments will enhance m-commerce. The key advantage of the introduction of mobile payment will be quick transactions.
With the rise of new tablets replacing computers, MMA suggests that mobile blogging will boom next year. According to the Association, this will be good for word-of-web referrals as consumers can write their thoughts on the go, but it may also signify that marketers need to be more serious about their content strategies.
The MMA has announced plans to develop a set of mobile privacy guidelines, as the online privacy debate moves on and Apple becoming a target of a class action suit.
Mobile marketing doesn‘t have a self-regulatory programme as yet.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
