Welcome to the Digital Marketing Inner Circle

This week, we are delighted to speak with Joshua Maa, Founder & Chief Executive Officer for MadHouse Inc. He was kind enough to share us his insights and views in the mobile ad network field in China.  Previously, Acting as EVP at TOM Online, Joshua directed Wireless Business & Operations and International Business Development, leading 450 professionals and contributing to over 90%+ of total company revenue, which grew to well over US$16 million monthly in 2005 and made Tom.com the largest Wireless Value-Added Service Provider by revenue in China. And prior to this he lead teams in a number of other Chinese wireless organizations.

Joshua has over 15 years of managerial experience in Greater China’s New Media, Entertainment, and Consumer Marketing industries and we are fortunate to get some of his insights.

Name: Joshua Maa
Works: MadHouse Inc.
Job Title: Founder & Chief Executive Officer

1. How, where and when did the mobile industry find you?
In 2000, I began my involvement with mobile via the content side of the industry as founding CEO of Rock Mobile, Greater China’s leading mobile music service provider. After Rock Mobile, I joined TOM Online as EVP and directed the company’s wireless business operations and international business development. In 2004, I realized that there was substantial business potential in mobile services aside from paid content downloads in areas such as mobile search, mobile payment options, etc. and that mobile marketing would play a core role both in the development of the mobile ecosystem and become an increasingly important marketing tool. I believed, and continue to believe, that the mobile internet will become one of the most effective marketing platforms, so I started MadHouse in 2006.

2. What is your current role and what do you actually do?
As the Founder and CEO of MadHouse, my job is to build Madhouse into a global mobile marketing leader and mobile advertising network.

3. If you could have any job, what would it be (can be in and/or outside the industry)?
Archaeologist or (heavy metal) guitar player.

4. Take a punt on the ‘next big thing’ in mobile advertising field?
We believe that rich media ads and ads on mobile widgets, driven by the increasing penetration of higher-end mobile phones, will become increasingly popular with advertisers. Mobile widgets provide users with easy-to-use, easy-to-install applications, and a nice mix between functions requiring internet connectivity and those utilizing phone resources. Madhouse has already created several branded mobile widgets for innovative advertisers.

5. Where do you see the mobile advertising industry in the next 5 years? (any forecasts and challenges)
I expect the mobile medium to become a must-have marketing and advertising tool for both brand and SME advertisers. I do not expect any challenges that will prevent this from happening.

6. How do you see other media evolving in the next 5 years?
Audiences will gain their information from the tri-screen (TV, PC, and Mobile) and marketing resources will be allocated accordingly.

7. Where do you see the wireless advertising industry going in the next 12 months?
We expect more advertising formats and media to emerge, especially in rich media and social network sites, and that all major internet players to integrate mobile as one of their core platforms and services.

8. What’s your big idea about MadHouse? (Your audience and the goal you’ve been paused in particular)
The MadHouse mission is to make the mobile medium one of the most effective marketing mediums in China. The MadHouse vision is to become the largest and most preferred mobile marketing partner for advertisers/agencies, and to become a global mobile marketing and advertising network leader.

9. What industry groups or networks are you a part of?
I am a Founding Member and Board Director of MMA Asia Pacific (APAC), and Chairman of that organization’s Mobile Advertising Committee APAC. MadHouse is also a member of the Great Wall Club, a mobile internet association.