Location-based mobile advertising now a reality

Singapore - M1 has partnered SPH to launch Singapore's first location-based advertising SMS service (LBA) and has already signed up Citibank, Tangs and The Coffee Bean and Tea Leaf amongst others.

To be launched in November, the service offers local retailers a new option of communicating with their target audience - via cell location technology - and they are also able to customise communications based on desired customer profiles.

Sharon Tan, M1's director of consumer marketing said, "When shoppers are within the advertisers' catchment areas, they are more likely to respond positively to their messages, it will appeal to a nation passionate about shopping and our customers will be the first to benefit from a variety of attractive offers and discounts exclusive to them through this new marketing channel."

"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," James Heng, EVP product branding/digital media SPH said.

A trial was held last weekend, and will encompass seven zones covering more than 70 shopping malls upon the launch of the full-service. LBA will be available to all M1 prepaid and postpaid customers.