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SPH’s location-based advertising SMS service extended across all telcos

Singapore, 5 January 2009 - Singapore Press Holdings’ (SPH) location-based advertising (LBA) SMS service has been expanded, offering advertisers a larger base of mobile phone subscribers to reach out to.

After SPH’s successful launch of Singapore’s first LBA SMS service in November 2007, all three local telcos – M1, StarHub and SingTel – are now partners to this solution. Advertisers can have access to a combined mobile phone base of over 4 million subscribers now.

One of the main advantages of using the LBA SMS service is that advertisers can decide on the location and profile of their target consumers, as well as the time of their marketing messages.

As a result, advertisers will benefit from increased accuracy, greater cost-efficiency and also achieve a higher response rate within a short time.

Additional benefits for advertisers include increased retention rate of the promotional messages. The SMS service also improves the retail experience of the consumer and encourages viral marketing.

For advertisers who select subscribers of M1 and SingTel, they are able to choose the profile of their target subscribers based on demographics such as gender, age, as well as economic and educational background. This capability will soon be available to advertisers targeting StarHub subscribers as well.

Using cell location technology, the innovative mobile advertising platform will allow advertisers to reach out to the telcos’ 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.

The service allows advertisers to reach subscribers in locations with high human traffic, such as popular and dense shopping areas. For M1 or StarHub subscribers, the service is available island-wide. Advertisers who wish to reach SingTel subscribers can do so at Marina Square, Suntec City, the City Hall and Bugis areas, as well as Orchard Road where the SPH-owned Paragon Shopping Centre is located. LBA SMS service provides brand managers and marketers with a potential to reach out to more than 80 per cent of the population in Singapore.

Advertisers can also target the executives who work at commercial and financial districts such as Raffles Place, Shenton Way and Tanjong Pagar. For consumer goods which are for the masses, brand managers can also target subscribers in the heartlands.

When shoppers are within the advertisers’ catchment areas, they are more likely to respond to the promotional messages positively. The telcos’ customers will also benefit from a variety of attractive offers and discounts made exclusive to them via this simple yet effective marketing channel. The service is available to all prepaid and postpaid customers of the three telcos. There are no charges that the subscribers need to bear.

Mr Raymond Teoh, Assistant Vice-President of SPH Marketing Division’s Interactive Business Unit, said: "To stand out amongst one’s competitors in today’s business environment, companies need to find and utilise innovative ways to reach out to their target audience. Location-based advertising offers high returns to the savvy marketer who spends his or her marketing dollar cost-effectively."

"With this service, SPH offers a one-stop shop solution to advertisers wishing to use location-based advertising as they can reach all three telcos’ subscribers in a timely manner," he added.

The LBA SMS service is among a range of products that are provided by SPH’s Interactive Business Unit. These online and mobile advertising channels are complementary to SPH’s core business of print advertisements.

For the telcos, the partnership with SPH enables them to leverage on the extensive network of businesses that regularly advertise in the 17 newspaper titles, more than 100 magazine titles and other online products owned by the leading media organisation in Singapore.

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

For media enquiries, please contact:

Raymond Teoh
Assistant Vice President
Interactive Business Unit
Singapore Press Holdings
Tel: 6319 1133
Email: rayteoh@sph.com.sg

Cheryl Chee
Group Sales Manager
Interactive Marketing Services
Interactive Business Unit
Singapore Press Holdings
Mobile: 9845 2265
Email: cherylc@sph.com.sg

Adrian Cheong
Assistant Manager
Corporate Communications
Singapore Press Holdings
Tel: 6319 2261
HP: 9798 6097
Email: cheongcy@sph.com.sg

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) celebrates its 25th anniversary this year. It is the leading media company in Southeast Asia, delivering news and information through multiple media platforms.

Newspapers and Magazines
In Singapore, SPH publishes 17 newspaper titles in four languages. Every day, 2.9 million individuals or 79 per cent of people above 15 years old, read one of SPH’s news publications. SPH also publishes and produces more than 100 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 150 million pageviews with 9 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; local search and directory engine, rednano.sg; Stomp (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging; omy, a bilingual news and interactive portal and The Straits Times RazorTV, a free access interactive webcast service offering live chat shows and video on demand clips.

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