To date, the only kind of mobile advertising you'll find in Malaysia is the intrusive type which involves SMS and MMS.
The more advanced form, mobile display ads, doesn't work here simply because there are so incredibly few mobile (WAP) sites.
The WAP sites that do exist belong to telco portals and these are all walled garden (and therefore have relatively low traffic).
A new venture, Gigaphone Malaysia, aims to change that with its service offerings that involve getting customers to sign up to receive advertising in return for rewards.
Mobile advertising content is said to be in the form of text, banner or video that is downloaded to a user's mobile phone. It's not clear what the mechanism or technology for that is.
Nevertheless, I don't think the challenge is technological. I'm sure it works. The question is, can they get consumers to sign up? A lot of that probably will have to do with the rewards. Is it sufficient for the nuisance of receiving advertising on your phone?