Singapore – Telco and cable TV operator StarHub has rolled out Singapore’s first nation-wide location-based mobile advertising service. The commercial service provides a focused advertising platform to target consumers in specified pre-set locations. The new service sends specific marketing and promotional short message service (SMS) text messages including product discount offers to StarHub Mobile customers who are in the proximity of the designated zone, such as shopping malls. Consumers will not be charged for receiving the messages. Germaine Ng Ferguson, assistant general manager, advertising sales, StarHub, said “Compared to non-location based advertising such as direct mailers, location-based advertising is far easier and more effective due to timing and location relevance. As such, consumers are more likely to respond to advertisers’ marketing information or promotional messages, which can translate to heightened brand awareness, better response actions, and even increased market share.”