Successful SMS2.0 trial sets stage for mobile messaging revolution

SINGAPORE, 14 June 2007 – M1, a leading mobile communications provider in Singapore, together with Affle, a rising star in mobile media innovation, today announced the successful completion of trials with Affle’s SMS2.0, a next-generation messaging application that is set to revolutionise the text messaging experience for M1 customers.

The SMS2.0 platform brings together messaging, content and advertising into a single, seamless application. An upgrade of the world’s favourite mobile application, SMS2.0 enriches the text messaging experience by adding enhanced messaging features, including colours, emoticons, scheduled SMS and other personalization options. Through media and content partners, the platform also enables the free discovery and delivery of news headlines, movie trailers and exclusive promotions direct to the mobile device.

Affle’s Singapore-based research and development team collaborated with M1 to roll out trials, to some 2,000 users with positive results.

The trial demonstrated the potential for SMS2.0 to be a catalyst in changing consumer behaviour on the mobile screen by encouraging a level of interaction that is not currently possible using conventional SMS. Unlike traditional mobile marketing, users are more likely to explore onscreen content and advertisements delivered via this interactive platform.

Commenting on the successful trial, Mr. Neil Montefiore, CEO of M1, said, “With the popularity and pervasive use of messaging, SMS2.0 offers advertisers a direct, inclusive and cost-effective channel to reach out to their desired consumer segments. For the willing mobile user who has to opt in for this service, it opens up a world of useful and relevant promotional offers and content.”

Mr Anuj Khanna, Founder & CEO, Affle said, “We are particularly excited about completing this trial phase with M1 in Singapore. Affle is enabling the full value chain and ecosystem of a mobile media market and all of our pilot partners were well represented.”

The trial has also been well received by Affle’s participating advertising and content partners.

Jim Goh, Regional Managing Director of Omnicom Media Group, South East Asia, M1’s media agency, said, “We recognised the changing consumer lifestyles and evolution of the communication channels and the need to adopt new ways of reaching the consumers. OMD enjoys the first mover advantage on SMS2.0 media, which enables our clients with the ability to undertake fine grain targeting of content and promotions.”

Affle has recently established a strategic partnership with GroupM, WPP’s global media company, to engage clients for SMS2.0 media in India, Singapore and several other Asian countries.

Consumer industry heavyweights P&G and Coca-Cola also participated in the trial and have confirmed their support for the SMS2.0 platform as it prepares to go commercial. Shakir Moin, Regional Manager, Singapore, Malaysia and Brunei said, “At Coca-Cola we believe in continuously searching for new answers and new opportunities. Affle’s new media helps us connect and refresh our consumers truly within arm’s reach of desire. It is an innovative and unobtrusive opportunity to connect a brand message directly with a consumption offer. That’s why we are so excited to try SMS2.0!”

Mr James Heng, Executive Vice President of New Media at Singapore Press Holdings, said, “We are fully supportive of this innovative service. Relevant and timely information is always an important part of people’s lives. We believe SMS2.0 has the potential to offer yet another convenient gateway to our rich store of news and information.”

With trials concluded, M1 customers can look forward to the commercial launch of the SMS2.0 platform in the third quarter of 2007.