Singapore's M1 to offer location-based SMS advertising service. This mobile advertising platform will enable a mobile user to get SMS advt message from a near by shop owner when they are in a mall if the user has signed for the service to accept like those SMS. This SMS service is free and users can discontinue the service if they like.
Read the Media report from M1
12th Oct 2007.
Retailers in Singapore will soon have a more direct, timely and effective way of communicating with their customers when the country’s first location-based advertising (LBA) SMS service is launched jointly by M1 and Singapore Press Holdings Ltd (SPH) in 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 the leading media organisation in Singapore.
The new mobile advertising platform, using cell location technology, will allow advertisers to reach out to M1 customers when they arewithin 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.
A trial involving M1 customers will be held this weekend (13-14 October). Citibank will be the only financial institution to offer the LBA service to its customers during the trial. Other well-known merchants that will showcase the LBA service at their network of outlets islandwide include Andersen’s of Denmark Ice Cream, TANGS and The Coffee Bean & Tea Leaf®.
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.
Ms Sharon Tan, Director of Consumer Marketing, M1 said : “We are excited to be the first mobile operator in Singapore to provide this innovative advertising platform for advertisers to reach out effectively to their potential customers. When these shoppers are within the advertisers' catchment areas, they are more likely to respond positively to their messages."
“The service will also appeal to a nation passionate about shopping. M1 customers will be the first to benefit from a variety of attractive offers and discounts exclusive to them through this new marketing channel,” she added.
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.”
Agreeing, Ms Chan Sow Han, Marketing Director, CoBrand & Strategic Alliances, Citibank Singapore, said : "Citibank is pleased to partner M1 and Singapore Press Holdings to offer consumers the innovative location-based SMS service. This is another example of how we are innovating to communicate promotions to consumers as well as to offer our merchant partners another innovative way to reach out to Citibank customers. We are confident that our customers will be drawn to the benefits that this service brings."
LBA is available to all M1 prepaid and postpaid customers, and they will not be charged for the messages they receive via SMS.
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