Singapore Operator Launching Location-Based SMS Adverts

Singapore's MobileOne (M1) says that it will shortly be launching a SMS advertising service which will allow advertisers to target M1 subscribers based on their location. 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 location-based advertising (LBA) SMS service will be launched jointly by M1 and Singapore Press Holdings (SPH) in November. A trial involving M1 customers was held over this weekend.

The service will be available at seven zones covering more than 70 shopping malls when it is launched in November 2007. These locations will include popular shopping and entertainment destinations such as Great World City, TANGS Orchard, Ngee Ann City, SPH-owned Paragon Shopping Centre, Wheelock Place, Wisma Atria, Plaza Singapura and Cineleisure Orchard.

Mr James Heng, Executive Vice President for Product Branding/ Digital Media of Singapore Press Holdings, said : "Every marketer's dream is to reach the right consumer, at the right place, at the right time - the perfect marriage of effectiveness and efficiency. With the first commercial location-based advertising SMS service that SPH and M1 are rolling out, this dream becomes a reality."

Mr Heng elaborates, "Now a retailer or brand owner along Orchard Road for a start, can send messages or offers directly to its desired customer by matching a specifically profiled database with that of M1's. Not only will this service help improve returns for the advertiser through targeting and immediacy, it also adds value to the consumer experience."

Posted to the site on 15th October 2007