The rapid development of Asia’s retail sector in response to continued growth in consumer spending in the region has led London, UK-based EnQii, a global leader in out-of-home digital media markets, to establish its Asia Pacific regional headquarters in Hong Kong.
EnQii, which already works with clients such as Toys ‘R’ Us, MTR Corporation and UA Cinemas in Hong Kong and selected the city for its next phase of growth in Asia-Pacific because it believes that its end-to-end digital out of home marketing solutions are an ideal medium for the city’s thriving retail sector to maximise sales promotion in an increasingly sophisticated and competitive market.
Last year Hong Kong’s retail sector may have enjoyed its best year since the handover as total retail sales increased by 12.8 percent in value or 10.1 percent in volume over 2006 according to the Hong Kong Retail Management Association. Sales have grown even faster in January and February of 2008 increasing by 16.4 percent in value or 11.1 in volume over the same period a year earlier. Hong Kong’s proximity to the fast-growing China retail market is also an important factor. The Hong Kong APAC headquarters has 16 staff and is led by Asia Pacific President Joe Rossi.
“As marketers in Hong Kong and other major cities in the region increasingly recognise that they need to rapidly make new consumer connections, our digital out-of-home platforms are now a realistic and compelling new media for sales promotion to reach a larger target audience than ever before,” said Joe Rossi, Asia Pacific President.
EnQii comprises three integrated businesses that together deliver digital out-of-home systems for retailers, advertisers and other media estate owners. Digital View Media provides technology and consultancy enabling clients to set up and deploy efficient, flexible and effective digital signage networks. ScreenEdge provides channel content strategy creation services Digital OOH networks, focusing on the specialized messages that are required for this emerging class of media. Redeemit Limited uses mobile phones and SMS to deliver sales promotion, event management and Loyalty Programmes that enable immediate and measurable loyalty programmes and retail promotions.
“Bringing these three functions together under one roof in Hong Kong enables us to offer our customers a broader solution to their screen media needs, and ultimately a greater and faster return on the significant investment required,” said Joe Rossi.
Digital out-of-home advertising has become commonplace in recent years, most notably with the emergence of video displays in lift lobbies and foyers of many office buildings in business districts, as well as on buses and other public transport.
EnQii focuses on less passive, and for its retail clients more lucrative, networked systems that provide a point-of-decision medium for marketers to connect with more elusive consumers in captive environments, including retail and cinema locations and elsewhere.
This growth of retail districts and shopping centres in the region has increased competition to capture consumers’ attention and their dollar. Out-of-home advertising is one of the fastest-growing segments of the media industry, expanding at double-digit rates every year from 2001 to 2006 and posting compound annual growth of 22.6 percent; according to the PQ Media Alternative Out-of-Home Media Forecast 2007-2011.
“Integrating the company’s industry leading screen display media, cut through of mobile phones and SMS and delivering creative content has enabled EnQii to move to the next level and to deliver a uniquely comprehensive digital out-of-home marketing solution,” said Joe Rossi. “The result has been a significant growth of EnQii’s global presence and expected successful entry in the Asia-Pacific market.”
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About EnQii
EnQii Holdings is a unique global leader in the use of innovative media, services and technologies for out-of-home digital media markets. As a global organization with strong financial backing and drawing on a proven track record spanning 12 years, EnQii is clearly here to stay. As a thought leader at the forefront of innovation EnQii is committed to developing the digital Out of Home industry and driving a rich and exciting experience for our customers with full end to end solutions underpinned by the lowest Total Cost of Ownership. Today, more than 100 digital media networks, representing over 5,000 screens use EnQii’s RemoteTransfer platform.
The group is made of 3 companies - Digital View Media, Redeemit and Screen Edge. It is headquartered in London, England and operates from offices in New York, Toronto, London, Dubai, Hong Kong and Shanghai.
Issued on behalf of EnQii by Upstream Asia
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