MEDIA-I: SPH advertisers get SMS option

<p>SINGAPORE: Israeli technology firm MobileSpear and Singapore Press </p><p>Holdings (SPH) have launched an interactive service, following a </p><p>successful trial involving advertisers such as Daimler Chrysler, Dream </p><p>Works Pictures, Wall's ice cream and Tag Heuer. </p><p><BR><BR> </p><p>The service allows newspaper readers to receive information - articles, </p><p>video clips, coupons - either via SMS or email. Articles and ads in The </p><p>Straits Times and The New Paper will have unique numbers that can be </p><p>keyed into any Singapore Telecommunications or M1 mobile to request the </p><p>extras. </p><p><BR><BR> </p><p>Readers in the trial responding to Wall's advertisement received an </p><p>e-coupon via SMS that could be presented for a free product sample. Tag </p><p>Heuer's advertisements allowed users to request product brochures. </p><p>Readers also received a snip of DreamWorks Pictures' movie Shrek via an </p><p>email account set up by SPH after users keyed the unique number at the </p><p>bottom of the paper's movie review. </p><p><BR><BR> </p><p>Emails are accessed by logging on to SPH's Pic website at www.pic.com.sg </p><p>and typing the mobile number and a special password, which is sent via </p><p>SMS to first time users. </p><p><BR><BR> </p><p>"This application will open up creative and innovative ways to </p><p>communicate to consumers and drive sales," said Seshadri Sampath, vice </p><p>president, Prism Marketing Division. </p><p><BR><BR> </p><p>Because it is so easy to use and mobiles have become so ubiquitous, the </p><p>service can capitalise on impulse buying and help ensure advertisers </p><p>gain an immediate response to their advertisements, he said. Sampath </p><p>said consumers are more likely to respond to offers using this service </p><p>because of the ease of making a request and then viewing the information </p><p>when convenient. </p><p><BR><BR> </p><p>In terms of editorial content, the Straits Times plans to produce a </p><p>fashion supplement, which allows readers to request and receive beauty </p><p>tips and catalogues through email. </p><p><BR><BR> </p>