M1, a mobile operator in Singapore, has announced that it has started a location-based advertising (LBA) SMS service in collaboration with local media company Singapore Press Holdings Ltd .

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 will be available in seven zones covering more than 70 shopping malls when it is fully 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.”

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.”

Full press release HERE

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