Cellular News reports that MobileOne (M1) of Singapore will soon launch a location-based SMS advertising service.
In one use of the service, M1 will allow retailers to profile who they want to advertise to by selecting against criteria in M1's subscriber database. When a target subscriber is close to the retailer's store, M1 will send them the retailer's offer by text message.
I've highlighted the M1 service here because it utilises similar concepts to a virtual travel concierge including the use of time, location, and context (read consumer profile) to get the right offer to the right person at the right time.
However, the objective of a virtual travel concierge is to provide opted-in passengers with relevant information and assistance. Ads are used to fund the service, so it's free to use for the consumer. With the M1 service, it appears that the ads are the service.
So, my question is: assuming that this is an opt-in service (sending ads without permission is a really bad idea), will M1's subscribers see enough value in retail discounts to take the trouble to opt-in and to agree to share their location?
Tuesday, 16 October 2007
Location based SMS advertising service launching in Singapore
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1 comments:
web based bulk sms
Standard communications mediums available to marketers and advertisers are usually rated on three factors: Reach, Cost and Effectiveness / Retention.
Medium Reach Cost Retention
Television One of the Highest Very High Good
Radio Medium Medium Poor
Website Banners Medium High Dropping
E-mail Medium Low Extremely Low
Print Media Low High Good
Billboards Medium Medium Medium
Moving Media Medium High Low
Telephone Medium High Medium
Fax Low Medium Low
Standard Mailers Good High Medium
Personal Low High Good
Interaction
Most of the corporate have understood the importance of this medium and are fast adopting this for communication and promotion purpose.
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