Home Mobility Mobile Embrace launches platform in multiple new markets

Mobile Embrace launches platform in multiple new markets

Mobile commerce company Mobile Embrace has launched its cloud-based performance marketing technology platform into the Saudi Arabia, Qatar, Egypt and Bahrain markets.

In a move to strengthen its mobile digital performance marketing operations, Mobile Embrace’s rollout follows the recent launch of the platform in Singapore, Malaysia, Hong Kong and the United Arab Emirates (UAE).

According to the company, revenue is already being generated in all four new markets and follows strong revenue generation in the markets where it has been facilitating performance marketing mobile campaigns.

Chief executive Chris Thorpe says take-up by some highly recognised global brands has been particularly encouraging.

“Growth in mobile marketing transactions, which are underpinned by MBE’s unique performance marketing capabilities, is accelerating,” Thorpe says.

“The rollout of the platform to four additional and very large markets in the Middle East will ensure MBE continues to deliver solid revenue from its mobile digital performance marketing offering – a powerful customer acquisition channel for a large and diverse range of businesses that is experiencing very rapid growth globally.”

According to Thorpe, the Middle East is experiencing some of the highest growth in mobile adoption of any region globally, with 3G and 4G connections rising from 20 million in 2009 to 182 million in 2015.

Mobile Embrace expects this growth to continue, with mobile broadband estimated to represent 69% of all mobile connections in the region by 2020.

The further expansion into Middle Eastern countries follows MBE’s entry into the UAE in March 2016 via direct carrier billing agreements with two mobile operators and the launch of its mobile digital performance marketing operations in May 2016.

“The UAE has the highest mobile adoption rates of any Arab state, and MBE has targeted other Middle Eastern countries with equally strong opportunities for growth in mobile commerce,” Thorpe says.

“For example, the total value of revenue from e-commerce in Saudi Arabia is expected to double between 2015 and 2020 to almost US$11 billion. With 93% of Saudi Arabian Internet users accessing via mobile last year, MBE are well placed to capitalise on this rapidly emerging market.”

Mobile Embrace’s performance marketing operations are now live in Australia, New Zealand, France, UK, Singapore, Malaysia, United Arab Emirates, Hong Kong, Saudi Arabia, Qatar, Egypt and Bahrain, and the company is assessing additional markets for rollout.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).