M1 partners SPH to offer location-based SMS advertising service
ConvergenceAsia staff
16/10/2007

Singapore’s first location-based advertising (LBA) SMS service will be launched jointly by M1 and Singapore Press Holdings (SPH) this November.

This partnership with SPH will enable M1 to leverage on the extensive network of businesses that regularly advertise in the many newspapers and publications owned by SPH. Retailers in Singapore will soon have a more direct, timely and effective way of communicating with their customers.

The new mobile advertising platform, using cell location technology, will allow advertisers to reach out to M1 customers when they are within designated LBA zones. Retailers can tailor specific marketing messages and promotional offers, based on their desired customer profiles, via SMS to welcome shoppers who are in the vicinity of their shops.

The service, which will be available at seven zones covering more than 70 shopping malls, will be launched next month. The designated zones will include popular shopping and entertainment destinations such as Great World City, Tangs Orchard, Ngee Ann City, Paragon Shopping Centre, Wheelock Place, Wisma Atria, Plaza Singapura and Cineleisure Orchard.

A trial involving M1 customers was held on 13-14 October. Citibank was the only financial institution to offer the LBA service to its customers during the trial, while other merchants that showcased the LBA service at their network of outlets islandwide include Andersen’s of Denmark Ice Cream, Tangs and The Coffee Bean & Tea Leaf.

LBA is available to all M1 prepaid and postpaid customers, and they will not be charged for the messages they receive via SMS.

advertisement