M1 adds advertising to SMS service

Source: Telecom Paper | View Online Article

Singapore mobile operator M1 has introduced a new SMS platform with advertising and additional content features. Breaking news, merchants’ offers and personalised information are delivered in real-time to the handset, for users to access from the messaging screen of the phone. The so-called SMS2.0 service currently works on some 20 Nokia phone models powered by Symbian software. To download SMS2.0, the customer simply sends SMS2 to 8887.

There is no charge for downloading and registration and SMS charges remain unchanged and according to the mobile bundle. Content received on SMS2.0 is free and standard data charges apply only when the customer decides to look at specific items in more detail. To promote the new service, M1 is offering the Nokia 6121 pre-installed with SMS2.0 at SGD 68.

In a new promotion to be launched in December, customers who download SMS2.0 will get one month free surfing, up to 1MB. M1will also be pre-installing SMS2.0 into other Nokia models progressively. M1 said trials have shown that users who are already in this interactive mode are more likely to explore onscreen content and advertisements that have been delivered to them.