The convergence of handset manufacturers and mobile web browsers is working wonders for the mobile web space particularly in the Southeast Asian region including India.

With smartphones increasingly becoming a rage with the consumers, the usage of mobile web is seen on an upward trajectory in terms of growth as access to mobile web through smartphones is not only simplified but it also offers a rich end-user experience.

This belief is further strengthened by AdMob’s recently released quarterly mobile metrics revealing trends related to handsets and mobile operating systems in the South East Asia region which includes India as well.

“Our metrics and observations from the findings show that growing penetration of smartphones is resulting in significant surge in mobile web usage. It augments well for advertisers and mobile service providers as it opens new avenues for marketing and revenue generation respectively,” says Mr. Jeff Merkel, MD Asia-Pacific & Latin America, AdMob based out of San Mateo in an interaction with TelecomTiger.

AdMob which is considered to be one of the top global players in mobile advertising space is awaiting FTC approval on its acquisition by Google and its potential as a firm is set to exponentially surge with the combined synergies.

Mr. Merkel reveals that it is witnessing at least 10% rise in mobile advertising in the region which is expected to grow further with growing penetration of smartphones.

“Even publishers are waking up to this potential and are increasingly investing in building specific mobile web property to gain a share of the pie,” adds Mr. Merkel.

Mr. Merkel says that the potential of mobile web as an advertising medium can be further leveraged if operators package mobile data services more comparatively particularly in emerging markets such as India.

Apart from smartphones, the concept of App stores is also complimenting well the usage of mobile web, points out Mr. Merkel. “Web applications are benefiting the publishers as it enables them to integrate advertising into their offerings,” he adds.

The firm is upbeat on the future outlook for the year 2010. ”It is very exciting to know that advertisers are beginning to open up to the mobile web medium. In fact we’ve seen that advertisers are increasing their respective budgets for mobile advertising. We are confident the current year will further enhance the relevance of mobile web as an advertising medium,” concludes Mr. Merkel.