Targeting adverts to mobile phones? Smart move

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As more and more people become the customers of Asia's ballooning mobile phone networks, opportunities are become increasingly abundant.

Take mobile advertising, for example. Technologically difficult just a few years ago, it's now an extremely efficient way for a company to communicate with potential customers through their smartphones.

One company that's involved in this is Amobee, which has recently been bought up by the Singapore-based mobile giant SingTel for more than $320m.

Its chief executive, Trevor Healy, says each market in Asia has its own quirks and must be catered to differently.

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