Xiao Zuo was the director of strategic programs in Indiegogo, a crowdfunding platform in Silicon Valley founded in 2008, with over $10B raised through incubating different tech products. Xiao has been geeking out between Silicon Valley and Aisa for 10 years, and (even though I’m not sure he’ll admit it) he’s definitely one of the OG’s in the industry, and cross border technology expert in particular. Of course, when I got the chance to sit down with Xiao, I asked him the questions a lot of product innovators wants to know, like What does it take for a founder to develop a successful tech product? How did he grow Indiegogo strategic programs into a phenomenon?…but I also inquired about Xiao’s personal passions and interests, and really aimed to understand what his aspirations are going forward. ![]()
Ten years ago, Indiegogo launched the modern era of crowdfunding by creating a place where anyone could pitch their idea, product, or creative endeavor to the entire world, asking for the funds to make it reality. Today, it’s still tremendously influential, offering entrepreneurs not just a funding platform, but also support beyond their campaigns, with tools to ease the transition from concept to launch. Since Xiao joined Indiegogo, there are dramatic change in Indiegogo technology strategy. In 2018, the global brand Segway-Ninebot (Segway-Ninebot) and Indiegogo successfully launched online distribution of a variety of products around the world, and achieved remarkable results. Xiao and his team lead this global campaign and achieved multi-million fund raised in the first month. Question: Would you like to give us one example that how you have helped technology company to reach market? Xiao: Segway, the leader in the balancing car market, was founded in the United States and was acquired in 2015 by Beijing-based Ninebot. After the merger, the new Segway-Ninebot global company is formed. The company is based on the global market and focuses on leading the innovation and transformation of intelligent short-traffic and service-based robot products. A well-designed, flexible and fun future technology experience product. In order to gain greater global influence, Segway-Ninebot decided to use direct marketing to attract consumers around the world with the Indiegogo platform. We helped them in every aspect of the marketing and branding effort. Working with their Seattle team, we isolated their target audience using advanced digital technology. As a result, we achieved 2 million backer fund within a month. Segway-Ninebot also leveraged on our data platform to get quick understanding from user regarding their product functionality and tech specification. Question: What is the future of cross-border product incubation? Xiao: DTC (Direct To Consumer) marketing and product incubation have been a major trend in building successful brands in recent years. Consumers like to directly contact their favorite brands, understand brand stories, and then purchase products. Crowdfunding platform gives companies the opportunity to directly market and reach out to early adopters of global hardware products. For the past five years, I have been working with experts and industrial leaders in this space to innovate ways to help cross-border product incubation and brand acceleration. We believe there is a systematic way to nurture a technology from prototype to product, then to commercial ready goods, finally to form a phenomena brand. ![]()
Question:How did you become a cross-border technology expert? Can you tell us a bit about yourself? Xiao: I worked in the tech-accelerator field in the past 6 years. After witnessing many technology failed to turn into market success, I approached some famous technologist and entrepreneurs, asked if we could incubate their product and began launching brands sold through major retailers. In our Global Technology Incubator, we select 30 start-ups out of 600 to test our methodology. It was a big success in 2014 and we experience a rapid growth. Things just snowballed and I started negotiate with some major strategic partners such as LKK design, Frog Design and Xlab bringing them into the ecosystem and things went well. However, after about 4 years I wanted to do something different. I was in my mid-30s and wanted to explore what was happening in cross border technology incubation and enrolled on an MBA at Cornell Business School. That was in 2018 I came back and was determined to create strategic programs for the Chinese market in Indiegogo. I could see this growing Direct-to-consumer demand for cross boarder brands there. Since then, we built two offices in China to source outstanding technology and product to make them a commercial success in international market.
Questions: As an technologist and tech-entrepreneur, what is it that motivates and drives you? Xiao: I think a lot of entrepreneurs will say the same that it is not about the money. You always want to prove yourself, you’re never quite satisfied. Questions: In one word, describe your life as an entrepreneur. Xiao: Adventure – it feels like a constant adventure. You are never quite satisfied, always trying to push the boundaries, and then moving onto the next thing – which inevitably takes you back to starting over again. ![]()
Question: Who inspires you? Xiao: Sir Richard Branson. I read a book about him when I was quite young, I think I was about 16 when I was studying in Singapore. It was about his epic journey to build global company and it was just his determination never to give up and his adventure that was truly inspiring. ![]()
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The Power of Mobile in U.S. Politics [Infographic]![]() With Election Day less than two months away, politicians have ramped up their ad spend in key swing states during this last leg of the campaign race. And with it being a presidential election year, U.S. political ad spending is projected to hit nearly $10.2 billion, a 63% increase from 2008’s spend ($6.26 billion). Of that total spend, digital will see its biggest growth ever, accounting for $1 billion of political ad spending, or 9.8% of the total, according to eMarketer. Additionally, 35% of registered voters find digital to be a more important and influential source than TV for candidate and issue info they will use in this election season, notes an IAB report released earlier this year. Given these record-setting figures and as more politicians rely on digital advertising to influence voters, we wanted to learn more about Americans’ cross-screen habits as the 2016 presidential election approaches. So, we surveyed 1,500 mobile users in the U.S. across our mobile ad platform to find out. Here’s what we discovered: An educated AmericaNeed a quick “how-to” on replacing a flat tire? Want to learn more about craft beer? Missed out on Apple’s latest keynote? What’s the latest on the presidential race? Thanks to the Internet, we’re able to educate ourselves on any topic, any time we’d like to. When it comes to political news, we learned that 100% of respondents keep up with news about the upcoming election, with over one-third (35%) stating that they “keep up with political news…all the time.” And with two-thirds going out of their way to look up videos and news on their mobile devices, it’s no wonder political campaigns are on track to spend $1 billion on digital advertising in 2016. Nearly 4 in 5 (79%) also find it important to keep up with political news across more than one device (i.e., TV, tablet, smartphone). A majority of political ad spend still belongs to TV (broadcast and cable) and though more than half (55%) of Americans prefer to learn more about a candidate or campaign through the television, 22% prefer to do so via their mobile device. Of that group, 46% of millennials prefer to research on mobile. The IAB study found that when Americans consume political news digitally, 40% will use their mobile device and 27% will refer to their tablets. Our mobile devices allow us to easily access any information we need, when we need it. So when news outlets can’t reach their audience during primetime TV – 42% and 41% of voters check the news in the morning and afternoons, respectively (via IAB) – they should consider reaching them through what we’re calling “Today’s Primetime” – popular mobile apps trending in the top 100 that can reach TV-sized audiences. It’s all about the appsIn Q2 2016, we learned that mobile users spend 33.5 minutes a day on their mobile devices, a 9.4% jump from Q1. As digital advertising becomes more of an important way to target and sway voters, campaigns have adjusted their strategies to find and communicate with their audiences on mobile. When asked how much digital advertising and social media affect their feelings towards a candidate, 40% said had it an impact on their opinions of them. Though social media apps such as Facebook and Snapchat can reach quite a large audience, we can’t forget the big opportunities that lie outside of social media. What this means for brands and marketersConsumer time spent on mobile is much more fragmented – it’s not all social media. There are so many other slivers of the mobile app pie that exist in other categories. In fact, we recently found that the News & Information app category was no. 1 for impression volume in the United States. On election night, 2 in 3 Americans will actually be checking news apps for result updates. Based on our survey, we noticed a clear trend in the reliance on mobile devices among Americans for political news updates and research. Not only that, but a more distinct trend towards an app-first audience among mobile usage. As a marketer, it’s difficult to reach your audience in such a fragmented space; think beyond TV and social media, because the mindset of the audience while using those mediums may not be ideal to receive the message you are sending. If they are consuming content in News & Information apps, however, especially during election season, those users are likely to be more receptive to messaging than they would if they were scrolling through photographs or memes on social media apps. Take the opportunities that high quality publishers in other categories offer where you can reach your target audience effectively. Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post The Power of Mobile in U.S. Politics [Infographic] appeared first on Linking News. from https://www.linkingnews.com/the-power-of-mobile-in-u-s-politics-infographic/ from https://pressreleasedistn.tumblr.com/post/184597217447 Mobile trendspotting in Asia Pacific – Introducing the MFI report for APAC![]() Earlier this year, Opera Mediaworks introduced its global Mobile First Insights report, designed to help marketers navigate the quickly changing mobile environment and make strategic decisions that will drive real outcomes for their business. But just as food, fashion and other trends are cultural, and vary by region, the way consumers use their mobile devices – and how marketers subsequently reach them on those devices – also differs across the globe. Specifically, there are clear differences between the data and behavioral trends in the Western regions, such as the United States, Canada, the UK and Europe, which still account for the majority of revenue and ad impressions served on our mobile advertising platform, and those of the Asia Pacific (APAC) region. For instance, while globally the average session length for one of the Top 100 global apps that monetize traffic with us is 8.5 minutes, within the Top 100 apps in APAC it is 9.6 minutes. And mobile users in APAC are spending approximately 46 minutes a day in those top apps – that’s more than a 50% increase from the global average of 8.5 minutes! These are some of the findings that are revealed in our Asia Pacific issue of the new Mobile First Insights report, customized to help marketers in APAC understand the local mobile landscape, which is one of the fastest growing regions when we look at year-over-year increase in impressions and revenue. Within the larger APAC region, individual countries have their own distinctions, so we’ve produced custom reports for each of the following countries: Australia, India, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Among the highlights: Apps are on the rise – for good reason. In nearly all APAC markets, advertising revenue from mobile apps is eclipsing that from the mobile web channel – in some cases (Singapore, Thailand) as much as 13X. Across all markets, the click-through rates on apps are 1.3-2X higher than those on mobile web. India and Indonesia are poised to join the app revolution. Though revenue from mobile web impressions still take the larger piece of the pie in these two markets, the shift to mobile apps is occurring at a rapid pace. Games are no. 1 for impressions. In all countries excepting India and Indonesia, Gaming is the top mobile category in terms of traffic volume (as measured by ad impressions). Health & Fitness rules for conversions. Across the board, the highest conversion rates were on mobile properties in the Health & Fitness category; in all countries except Australia, it took the no. 1 or 2 position, showing strong ROI for mobile marketers running ads in this category. Click here to see more results from the Mobile First Insights report for the APAC region. Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post Mobile trendspotting in Asia Pacific – Introducing the MFI report for APAC appeared first on Linking News. from https://www.linkingnews.com/mobile-trendspotting-in-asia-pacific-introducing-the-mfi-report-for-apac/ from https://pressreleasedistn.tumblr.com/post/184597217337 Change of leadership at Opera MediaworksAs Opera Mediaworks continues to grow and extend its leadership position in mobile advertising, we are announcing a change in management to support our continued alignment, integration and commitment to customers, employees and investors. Effective today, Will Kassoy, Chief Marketing Officer for Opera Mediaworks and CEO of its AdColony business will assume overall leadership of Opera Mediaworks as CEO. Mahi de Silva, who has served as CEO since 2010 and been instrumental to the growth and success of our business, will assume a strategic advisor role. Under Mahi’s guidance, Opera Mediaworks has continued to evolve into an international mobile player competing against the largest companies on a world stage. We are honored to work with Mahi in his new role to support our long-term strategic growth initiatives. Will and his leadership team will continue to secure growth in the coming years. This news has been shared with employees and customers and we are extremely proud of the leadership and contributions Will, Mahi and our entire global team deliver. – Lars Boilesen, CEO, Opera Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post Change of leadership at Opera Mediaworks appeared first on Linking News. from https://www.linkingnews.com/change-of-leadership-at-opera-mediaworks/ from https://pressreleasedistn.tumblr.com/post/184597217237 Opera Mediaworks launches revolutionary “Tap to Teleport” ad unitSan Mateo, Calif. – Apr 01, 2014Today, Opera Mediaworks pulled back the curtain on a project it has been working on vigorously for many months, an interactive mobile ad unit called Tap To Teleport.
It then annihilates the parts at Point A and then sends the scanned data to Point B to build the user back up, all in a fraction of second — which is essential for today’s on-the-go consumer. According to sources within the company, the engineering team has never been happier, as they were finally able to use their brilliant minds and advanced degrees for something other than click-path tracking. “No offense to Zuck, but who needs Oculus Rift and virtual reality when you have the ability to create, like, a REAL reality,” comments Melissa McMahon, Social Media Intern. “Will that quote work for your press release?” she adds. Due to restrictions from the United States Department of Health and Human Services, Opera Mediaworks began testing the Tap To Teleport technology in international markets. China quickly jumped on board with the project and has also shown interest in being Opera’s commercial teleportation provider.
“Unsurprisingly, the interaction rate on this new unit is particularly high among millennials,” says Mahi de Silva, CEO, Opera Mediaworks. “We thought at first it was because they were generally unsatisfied with their job, apartment or relationship and wanted to quickly start over in a new, exciting place. But, data revealed that it was really just so they could take a selfie with a palm tree in the background and post it on Facebook to make their friends TOTES JELLY.” The company acknowledges potential obstacles to mainstream adoption of the mobile ad unit, such as the hefty $1.2M CPC and the 25-page disclaimer and Terms of Service that consumers must accept before embarking on their teleported journeys. Still, Opera Mediaworks plans to submit the unit to the IAB to consider as a Mobile Rising Stars ad unit for 2014 and will move forward with a pilot program, with several brands participating. Opera Mediaworks will also experiment with a cost-per-completed-teleport (CPCT) model. “Now, don’t quote me on this, but this new ad unit is effing rad,” says Scott Swanson, President, Global Advertising Sales, Opera Mediaworks. “It’s going to completely revolutionize the way people travel and interact with one another — and it’s going to make us gobs of money.” Mark Slade, Managing Director, Europe for Opera Mediaworks, was unavailable for comment, having already teleported himself out of the London’s March nastiness to a far sunnier locale. About Opera Mediaworks Opera Mediaworks powers the mobile ad economy through technology innovation, transparency and trust, to create vibrant marketplaces for publishers and advertisers across the globe. This enables advertisers to efficiently reach their target audience and publishers to improve their monetization. Opera Mediaworks operates the world’s biggest brand-focused mobile ad network, serving 23 of the 25 top global brands. We also deliver the world’s leading mobile ad server and monetization tools to 17 of the top 25 media companies worldwide. Our mission is to deliver relevance in the medium where it matters most — on mobile devices. Headquartered in Silicon Valley, California, Opera Mediaworks has offices in New York, United Kingdom, Argentina, Brazil, Mexico, India, Indonesia, Russia, Ukraine and Norway. Opera Mediaworks is a wholly-owned subsidiary of Opera Software ASA, which is listed on the Oslo Stock Exchange under the ticker symbol OPERA. Learn more about Opera Mediaworks at www.operamediaworks.com. Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post Press Release, April 1 2014 appeared first on Linking News. from https://www.linkingnews.com/press_04_01_14/ from https://pressreleasedistn.tumblr.com/post/184597217197 For the first time, Android tops out iOS for mobile ad revenue share
Within media categories, Social Networking takes the No. 1 spot from Music, Video and Media — also for the first timeSan Mateo, Calif. — May 5, 2015
Mobile advertising data from first quarter of 2015 shows Android not just leading in traffic, but now revenue, holding a 45.8% share of total revenue generated on the platform, Opera Mediaworks discloses today in its State of Mobile Advertising report. In terms of monetization potential, or the ratio of revenue to impressions, iOS is still the leader, with the iPad generating more than 4X its traffic volume in Q1. For mobile video ads only, iOS outperforms Android for both traffic and revenue, and video completion rates for Apple users are higher (87.1% vs. 76.7%). More highlights from the report:
View all the quarterly insights here: ![]() Special focus: Intelligent Audience CreationAs part of its examination of mobile advertising data from Q1, Opera Mediaworks found that, in some regions, over 85% of mobile ad campaigns are being targeted to an audience that was created specifically for that one campaign. To find out how these audiences are formed, the company took a closer look at audience creation methodology, or how advertisers are using contextual, behavioral and demographic data to home in on very specific subsets of consumers that will be the most receptive to the ad messaging of their campaigns. The concept, while lightly introduced in the quarterly report, is the subject of an in-depth study that Opera Mediaworks is releasing in conjunction with its SMA report. Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post Press Release, May 5 2015 appeared first on Linking News. from https://www.linkingnews.com/press-release-sma-2015-q1/ from https://pressreleasedistn.tumblr.com/post/184597217102 IndiaWith a year-over-year growth rate of over 70%, the Asia-Pacific region has been our fastest-growing region for the delivery of ad impressions this year. Leading this rapid expansion of ad traffic is India, which has increased its delivered impressions by over 260% since July of 2013.A country-wide shift to smartphones Coupled with this rapid growth of ad traffic is an aggressive transformation of the marketplace from one dominated by less capable feature phones to a transformational market, with Android devices emerging as the market leader. While India is still one of the global leaders in retaining older feature phone models, and the Symbian platform continues to hang on, it is significant to note that iOS struggles to make inroads. Overall, however, mobile users are shifting to “smart” devices — and with that transformation comes an increasing numbers of interactions with mobile services and advertising. As with many markets, we see major differences when we view market share based on the number of unique devices, the number of impressions served or the amount of revenue earned (eCPM). India is no exception to this rule, and, as shown below, while Android follows other devices (predominantly feature phones) in market share, it is the clear leader in impressions served and revenue production. However, we can also see that iOS clearly outpaces the competition for its ability to produce ad revenue on a fairly small market share, producing over 2% of total revenue on just 0.5% of total ad impressions. Mobile stores see high volumes – Games and education most popular India differentiates itself from other countries and regions in many other respects, as well. For example, when comparing the top mobile site categories supported by Opera Mediaworks’ advertising technologies globally, India presents a significantly different mix of media types. In both our global and India markets, social sites and apps lead the mix. However, India shows a significantly higher use of mobile app store sites (most with significant mobile games catalogs), gaming and education-oriented sites. Interest in Music and other streaming media sites fall well below our global average, along with News & Information, and Arts & Entertainment. It is also significant to note that many of these sites and apps are accessed through a mobile operator/carrier portal, which is very different from our experience in the United States. and Europe, but more common in Asia and Africa. Banners dominate, but rich media delivers revenue The site category types and their accompanying user experience models, when coupled with a device mix that remains predominantly feature phone, result in advertising models significantly different than those experienced in the United States and parts of Europe. For example, simple banner ads dominate the Indian market, with only 3.2% of impressions being rich-media creative. It is very promising to see, though, that over 26% of revenue comes from rich media, and it clearly shows the huge potential for this market as more users adopt advanced device platforms. Games, mobile devices also top advertisers, representing nearly half of all ad impressions The dominant advertisers in the market focus on selling games and mobile devices, at 25.5% and 22.7%, respectively. Classifieds are also an important part of the ad economy, with about 1 in 5 ad impressions being for items like cars and bicycles via classified ads. The mobile audience in India — Young and male Through our research on the market we found the India audience is predominantly young and male. The 18-24 age group accounts for over 60% of all users, while males make up 82%. Mobile-ad engagement is higher on weekends Over 64% of users access mobile sites and apps on a weekly basis. The most popular period for these interactions is during the weekend, with a slightly lower tendency to engage at mid-week. This day-of-week fluctuation is driven to a large extent by older feature phone users who show a much more pronounced decrease in activity at mid-week than do Android users. 1 in 5 are high-frequency users, receive >60% of ad impressions During the week we classify about half of unique users (49.5%) as “occasional” users. These users access the mobile web 1 or 2 days per week. The next largest group of users (28.9%), is regular users (using the mobile web 3,4 or 5 days per week). Finally, 21.6% are frequent users (accessing 6 or 7 days per week). Over 60% of impressions are served to users classified as “frequent”. How is the Android audience different, and why does that matter? Because so much of today’s ad traffic in India is driven by older technology feature phones, we thought it instructive to look specifically at user behavior on Android devices. As with the total audience, Android users flock to social-networking sites and apps. Disregarding this category, however, leads to several observed differences in audience behavior. First, it is significant to note that interest in app stores and carrier portals is far less for the Android audience than for the audience in general. We believe this is the result of two factors. Primarily, it is likely caused by the heavy reliance feature phone users have on their carrier portals and different mobile stores and portals for content. It is also likely a reflection of our customer base, which does not include Google Play. Therefore, to gain more clarity into the different behavior exhibited by the Android audience, we have eliminated the category from the graphic view, to the right. The resulting differences in user behavior between the total India audience and the India Android audience are marked. Android users are far more likely to engage with Arts & Entertainment, News & Information, as well as Business, Finance & Investing sites and apps than the audience in general. When these facts are considered in light of the revenue generation and monetization potential for these categories we see on a global basis, a critical opportunity emerges for the marketplace, as it transitions to Android and other more advanced devices. On a global basis, Arts & Entertainment and News & Information combine to generate over 30% of the revenue managed on our platform. Compare this with the just over 4% of revenue we see for these categories in India. However, when we compare our global ad traffic with India’s Android audience interest, we see more similarity and, therefore, great opportunity. As the chart above shows, India’s Android audience interest in News & Information sites is much more closely comparable to our experience delivering ad impressions globally than is the total Indian audience. News & Information publishers collectively account for just over 13% of the revenue we manage for publishers globally. This is far above the 6.7% we see in India. However, this opportunity pales in comparison to that presented by the Arts & Entertainment category. As shown on the chart above (which disregards traffic from social and application store and portal sites), the Android audience in India for Arts & Entertainment is larger than what we experience for ad traffic globally. Globally, these publishers account for just under 8% of traffic (12% disregarding social, app and portal) but they generate 17.6% of the total revenue managed by our platform. The mobile advertising opportunity in India We believe the future is bright for the mobile advertising business in India. This market continues to grow aggressively and is rapidly transitioning to advanced smartphone platforms, led by Android. With this growth and technological transformation, we believe the market presents tremendous opportunity for mobile sites and applications focused on delivering richer experiences in categories with higher monetization potential, as we’ve witnessed on a global level. Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post india appeared first on Linking News. from https://www.linkingnews.com/india/ from https://pressreleasedistn.tumblr.com/post/184597217027 Opera Mediaworks launches new rich-media platform for mobile video
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