RETAILERS in Singapore will soon have a more direct, timely and effective way of communicating with their customers, thanks to the first location-based advertising (LBA) SMS service.

To be launched jointly next month by M1 and Singapore Press Holdings Ltd (SPH), the service uses cell location technology and lets advertisers 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.

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, including popular shopping and entertainment destinations such as Great World City, TANGS Orchard, and Paragon Shopping Centre.

Ms Sharon Tan, Director of Consumer Marketing for M1, said: '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: '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.'

LBA is available to all M1 prepaid and postpaid customers, and they will not be charged for the advertising messages they receive via SMS.