MEDIA-I: SPH advertisers get SMS option

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.

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