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M1 partners SPH to offer Singapore’s first location-based SMS advertising service

Singapore, Oct 12, 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.

M1’s partnership with SPH will enable the telco 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.

Using cell location technology, the new mobile advertising platform will allow advertisers to reach out to M1 customers when they come within designated LBA zones. Retailers can tailor specific marketing messages and promotional offers for the appropriate category of customers, and send the messages via SMS to these shoppers who are in the vicinity of their shops.

A trial targeting M1 customers will be held this weekend (13-14 October, 2007). 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 for 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 added: “For a start, a retailer or brand owner along Orchard Road can send messages or offers directly to its desired customers 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 will also add 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 advertising messages they receive via SMS.

Merchants who are interested in LBA SMS advertising can contact:

Cheryl Chee
Group Sales Manager, Interactive Marketing Services
New Media - Interactive Business Unit, SPH Marketing Division
Mobile: 9845 2265
Email: cherylc@sph.com.sg

Issued by Singapore Press Holdings Limited
Co. Regn. No: 198402868E

For more information, please contact:

Mr Chua Swee Kiat
General Manager
Corporate Communications
Tel: (65) 6895 1060
HP: (65) 9689 4627
Fax: (65) 6899 3902
E-mail: chuask@m1.com.sg

Ms Chen Jingwen
Assistant Manager
Corporate Communications
Singapore Press Holdings Ltd
DID: 6319 1226
HP: 9743 5503
Email: chenj@sph.com.sg

About M1

M1, Singapore’s most exciting and innovative mobile and IDD service provider, was launched in April 1997. Since then, it has made significant inroads into the local mobile communications market, gaining considerable brand presence and market share. M1 aims to be the leader in personal voice, business and data communications, focusing on value, quality and customer service. More information on M1 is available at www.m1.com.sg

About Singapore Press Holdings Ltd

Newspapers and Magazines
Main board-listed Singapore Press Holdings Ltd (SPH) is the leading media company in Singapore, delivering news and information through print, Internet and broadcasting platforms. In Singapore, it publishes 14 newspapers in four languages. Every day, 2.7 million individuals or 83 percent of people above 15 years old, read one of SPH’s news publications. SPH also publishes over 90 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.

Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 110 million pageviews with 7 million unique visitors every month. Apart from SPH AsiaOne portal, SPH’s online and new media initiatives include a revolutionary mobile advertising and information service, ZapCode; online marketplace for products, services and employment, ST701; and STOMP (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging.

Broadcasting
SPH has a 20 percent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 percent stake in MediaCorp Press Pte Ltd, which publishes the free newspaper, Today. In the radio business, SPH has a 80 percent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3FM in Mandarin and Radio 91.3FM in English.

Outdoor Advertising
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore´s largest outdoor motion display advertising network media company, and a 35 percent stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.

Properties
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore’s main shopping belt. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.