AT&T Begins Service to Text Users in Certain Locations
By TANZINA VEGA FEBRUARY 27, 2011
In Chicago and other cities, AT&T is letting marketers send text messages to customers as they enter a certain area, like a store. On Monday, AT&T will announce the company's first location-based marketing service through which companies can send text messages to users who choose to receive special offers.
The service, called ShopAlerts by AT&T, will send users messages from brand partners including Hewlett-Packard, Kmart, JetBlue and S. C. Johnson. The company is working with Placecast, which supplies a technology known as geo-fencing that allows retailers to send messages to users in a defined geographic area.
AT&T is the first mobile carrier to use such a service in the United States. The service will be available for users in New York, Los Angeles, Chicago and San Francisco.
AT&T Advanced Ad Solutions Launches ShopAlerts by AT&T, a Groundbreaking Location-Based Marketing Service Featuring Special Offers from Leading National Brands
Innovative opt-in service enables marketers to engage consumers on their mobile phones and drive them to the point of sale with relevant location-specific offers
New York, New York, February 28, 2011
AT&T Advanced Ad Solutions and Placecast today announced an agreement to provide ShopAlerts by AT&T, which are special offers delivered to consumers via their mobile phones when they are near a participating store or brand. The unique location-based mobile messaging service will be available for AT&T* customers in New York, Los Angeles, Chicago, and San Francisco who have opted-in to receive such messages. AT&T is the first U.S. mobile carrier to offer a large-scale, location-based mobile marketing program to consumers and advertisers.
The innovative ShopAlerts by AT&T service will provide consumers with valuable offers, rewards, and coupons based on their specific geographic location. AT&T creates a "geo-fence" - a virtual-perimeter around a retail location, event, or any geographic area - in order to deliver appropriate location-specific messages. Participating consumers receive relevant marketing messages when they are inside a geo-fence, benefiting both consumers and marketers.
The messages are enhanced with information such as weather, traffic, and local shopping area details to more effectively engage consumers. Numerous companies have recognized the value of the ShopAlerts by AT&T service, and the initial presenting sponsors will be HP, Kmart, JetBlue, SC Johnson, Kibbles 'n Bits, Nature's Recipe and the National Milk Mustache "got milk?" Campaign.