INTERVIEW: Microsoft Advertising focusing on partnerships, mobile

Ken Chang, commercial director APAC, advertising & online at Microsoft, said, “For mobile, it is either app or web. You haven’t seen us going in very deep into mobile app yet. We just launched our iPad app in the UK, and the service will be across other markets as well. Soon, it will be on other operating systems (OS).”

He went on to say that it is planning effective web and app strategies, to capture audiences.

“The mobile app will be on different OS such as android, IOS and for Blackberry. In Southeast Asia, in Indonesia and Thailand where Blackberry is popular, we need to consider Blackberry as well,” he told Campaign.

Microsoft recently announced a partnership with PT Telekomunikasi Indonesia Tbk (Telkom) to launch PlasaMSN, a lifestyle entertainment website.

“Partnerships are in the DNA of Microsoft’s business strategy. Across our PC, mobile and online platforms, we have always seen incremental success when we partner with the experts. This strategy is enveloped into our advertising solutions too,” he said.

He added that over 90 per cent of revenue comes from partnership. It also partners with content providers such as Hungrygowhere.com and AFP for content offerings. “When you draw the audience, the advertisers will follow.”

In the case of Telkom, Chang added, pageviews have tripled since the soft launch in November.

Earlier, Microsoft had also entered into a partnership with Catcha Media Group in Malaysia to allow the integration of editorial, marketing and sales activities; as well as with MediaCorp to launch xinmsn. One of Microsoft's longest standing partnerships in Asia Pacific is ninemsn with Australia's Nine network.