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