Asia Pacific will become the world’s leading market for mobile marketing, according to Big Mobile Group founder Graham Christie.

Speaking to M&M Global at last week’s Festival of Media Asia Pacific 2015 in Singapore, Christie said mobile is “mission critical” for all brands, but frustrations remain about the talent available for CMOs when it comes to mobile.

“Asia Pacific is already a powerhouse for mobile as a marketing opportunity and it is going to keep going from strength to strength. We’re talking about Asia Pacific becoming the leading market worldwide,” he said.