For advertisers, the service offers an easy and effective marketing strategy that can help them generate almost immediate sales by pushing specific marketing or promotional SMS messages to StarHub Mobile customers when they are in the proximity of the pre-defined zone, such as in a shopping mall.
For StarHub Mobile customers, they benefit from special promotions and discounts from participating retail merchants. They will not be charged for receiving these location-based advertising SMS messages
This is an interesting development, not so much because it is a technological leap, but because it brings the Geoweb one step closer. The use of promotions is perhaps too blunt an instrument, and could be intrusive, but from this step you can start to see where this could go. Google is taking a bold leap for ownership of this space with Google Maps, and Android (more about this another time). It's a big prize fight, as it's pretty much agreed that most people around the world will ultimately access the web from their mobiles. In developing countries this will be even more important.
StarHub is an interesting innovation, but SMS is not the answer. The real big step will be the ability to push or pull location based web tools, functionality, and content. When this starts to happen expect to see changes in our physical spaces. We already see fewer and fewer telephone boxes on the streets. Expect to see more digital posters with bluetooth or wireless functionality, expect to see digital street signs with local information, and outdoor kiosks. And a little like that film Minority Report, expect to see Posters that talk directly with you/to you. Also expect to see new devices in stores that interact with mobiles, not just for payment but for delivering personal profiles and shopping preferences. The mobile is already a very personal device, and its just about to get even more personal, and helping turn a big world into a small world.