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WirelessDevNet.com Press Release
SingTel Teams with Consilient to Launch Free Advertising-Driven MobileM@il Service in Asia Pacific
SINGAPORE - June 19, 2007- Singapore Telecommunications Limited (SingTel)
today announced that it is the first Asia Pacific operator to offer free
'push' email to its mobile postpaid customers. The service, called
MobileM@il, is the first advertising-based mobile email service that will
deliver real-time email for the mass market. Brands such as Sony Ericsson,
Pizza Hut, KFC and GlaxoSmithKline are among the first to sign up as
advertising sponsors of this new free service.
The underlying technology used by SingTel for MobileM@il is developed by
Consilient, a leading developer of next generation push email, multimedia
and advertising solutions for mobile phones. Consilient's software, PushT,
contains an advertising capability that serves a minimal number of text and
graphical ads side-by-side with subscribers' email messages. Interactive
advertisements enable features such as 'click to browse', 'call' and
'download'. Care has been taken to place the advertisements in such a way
that they will be unobtrusive and not break the flow of email messages.
MobileM@il users can manage their email profile and set up multiple email
accounts on their mobile phone. Users can have their emails automatically
'pushed' from their SingNet, Yahoo!, Gmail and Hotmail accounts. The service
allows them to receive, forward, insert and save attachments as well as save
their contacts in a local address book.
"We are excited about developing this entirely new business model that
brings an extremely useful free service to our customers and a value-added
offering to our advertising partners," said Mr. Quek Peck Leng, Executive
Vice President, Consumer Group, SingTel Mobile. "SingTel has been looking at
opportunities to increase the value and functionality of its mobile service,
and email is the next logical step due to its widespread usage. Moreover,
mobile users are already accustomed to using their mobile phones to send and
receive text messages. This advertising-led service is an innovative way of
allowing mobile customers to stay in touch via email while on the go."
"Mobile phones are always with people and they are always on, making it an
advertiser's dream come true," said Trevor Adey, CEO of Consilient. "Working
with SingTel and Mindshare Group, we have harnessed the advertising
capability of the MobileM@il service, which gives advertisers unprecedented
access to the consumer market."
"By embedding this technology into an established consumer lifestyle, a new
communication channel is now available for marketers to connect with more
than a million consumers in Singapore, arguably the most highly penetrated
mobile service market in the world," said Mr. Jeffrey Seah, CEO of Mindshare
Group Singapore. Mindshare Group clients include well-known consumer brands
such as Pizza Hut and KFC.
Advertisers' Views
Virginia Ng, Senior Marketing Manager of KFC Singapore commented, "KFC is
both excited and honoured to partake in this advanced technology pioneered
by SingTel Mobile. This is an exciting new medium that we believe provides
us with an innovative way of reaching out to our target audience. Currently,
every advertiser is fighting to use the same pool of mediums. We are
confident that armed with this new channel, it will allow us to cut through
the clutter and communicate more effectively to our target consumers."
Pizza Hut is also delighted with this new service, according to Juliana Lim,
Senior Marketing Manager of Pizza Hut Singapore. "Pizza Hut is a young and
vibrant brand for today's consumers. It is our aim to stay relevant and be
part of their lifestyle especially in terms of technology and
communications. This innovative and exciting initiative pushes the use of
mobile technology to a different level."
Mr Jack Tan, Sony Ericsson's Head of Market Unit for Singapore added, "Sony
Ericsson is very proud to be part of this initiative by SingTel. As a
leading player in the industry, Sony Ericsson is constantly exploring
creative and impactful channels to reach out to our consumers. We believe
this new service will enable us to interact with them and to understand
their needs better."
To sign-up for the free MobileM@il service, customers can visit any SingTel
outlet, visit SingTel's IDEAS WAP portal, dial *EMAIL from their mobile
phone, or contact the customer service hotline by dialing 1626. A later
release of the service will be available for customers who prefer a paid
MobileM@il service that does not feature any advertising.
For a list of supported mobile phones for MobileM@il, go to
http://ideas.singtel.com/messaging/m_email_messaging/support.jsp
About SingTel
SingTel is Asia's leading communications group with operations and
investments around the world. Serving both the corporate and consumer
markets, it is committed to bringing the best of global communications to
customers in the Asia Pacific and beyond. With significant operations in
Singapore and Australia (through wholly-owned subsidiary SingTel Optus), the
Group provides a comprehensive portfolio of services that include voice and
data services over fixed, wireless and Internet platforms.To serve the needs
of multi-national corporations, SingTel has a network of 37 offices in 19
countries and territories throughout Asia Pacific, Europe and the United
States. These offices enable SingTel to deliver reliable and quality network
solutions to its customers, either on its own or jointly with local
partners.The Group also has major investments in Bangladesh, India,
Indonesia, the Philippines and Thailand. Together with its regional
partners, SingTel is Asia's largest multi-market mobile operator, serving
more than 124 million customers in seven markets. SingTel employs more than
19,000 people worldwide and had a turnover of S$13.15 billion (US$8.40
billion) and net profit after tax of S$3.78 billion (US$2.42 billion) for
the year ended 31 March 2007. More information can be found @
www.singtel.com and www.optus.com.au.
About Consilient
Consilient is a leading developer of push email, multimedia and advertising
for mobile phones. Consilient was founded in 2000 and has offices in Asia,
North America and Europe. For more information, go to www.consilient.com.
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