The mobile advertising market in the Asia-Pacific region is growing fast, said Trevor Healy, chief executive officer of Amobee, a mobile advertising firm Singapore Telecommunications Limited (SingTel) took over last year.

By the end of 2013, Asia-Pacific is expected to become the largest market for Amobee, contributing some 40 percent of the company's revenue, compared with 30 percent each by the United States and Europe, Healy told reporters on Tuesday.

The company had a revenue of 21 million Singapore dollars (17 million US dollars) in the quarter ended Dec. 31, 2012. The Asia- Pacific region now contributes close to 20 percent of the company's revenue.

Amobee was expecting a growth of 300 percent for itself in the Asia-Pacific region this year, he said, adding that he has moved to Singapore.

One of the possible explanations for the faster growth in Asia is that many mobile device users, unlike the consumers in the developed markets, go directly mobile without having a personal computer or laptop earlier, Healy said.

The top markets in Asia-Pacific for Amobee include Australia, Singapore, Indonesia and the Philippines.

Healy said Amobee has set up an office in China's Shanghai with only two people but is not moving full steam ahead before a careful study of the market.

The Chinese mobile advertising market is "still very open now," with the front runners yet to emerge as the final winners, he said.

The world mobile advertising market is expected to grow to over 20 billion US dollars by 2015, which was about three times the size in 2012, according to SingTel.

Healy said about 65 percent of the company's revenue is generated by smart phone users.

The mobile device users are now increasingly less open to trying new apps due to a sense of fatigue, especially in the developed markets, he said, adding that he saw a potential shift to more diversified advertising, including home screen ads.

SingTel acquired Amobee, a United States-based mobile advertising firm, for about 321 million US dollars in 2012. The company provides end-to-end mobile advertising solutions and services for advertisers, publishers and operators.

Healy said the company now has more than 200 staff in offices in the United States, Europe, Asia and Latin America now, compared with 127 at the time of the acquisition a year earlier.