LBMA Nov 2012

Location Based Marketing Association Launches New Singapore Chapter to Champion Asia’s Leading Tech Innovators

The Location Based Marketing Association (LBMA) announced the launch of LBMA Singapore today. The new regional chapter of this established global industry association aims to promote and support Asia’s most innovative companies working in the fast developing location-based services (LBS) market through an ongoing programme of collaboration, education and research.


The official launch of LBMA Singapore will be marked by a special event this evening from 6.30pm hosted by Mobile Monday Singapore at the Hub, and sponsored by Singapore’s iDA (Infocomm Development Authority of Singapore) and founding regional members YFind, the indoor positioning solution specialist, and YOOSE, location-based advertising solutions. The agenda for the event will feature an opening keynote by Asif Khan, Founder and President of LBMA as well as the iDA’s Digital Concierge program showcasing the home-grown LBS expertise of three Singapore-based startups.


One of the LBMA’s founding members, YOOSE CEO Christian Geissendoerfer, who is hosting an extended Q&A with participants at the launch says, “It promises to be a great event and more significantly, the start of a new, collaborative era for those working in Asia’s LBS space. This type of forum where we can learn from each other’s developments, challenges and achievements will be tremendously valuable. Members will have an opportunity to contribute and participate in a whole range of activities that will promote their individual expertise and also help drive an authoritative new voice for LBS in the region to a global audience.”   


Location-based marketing is described by LBMA’s Asif Khan as the ‘Intersection of People, Places and Media,’ and is supportive of an omni-channel experience for consumers. Today the quest for effective consumer engagement amongst advertisers is increasingly coupled with the strategic use of LBS, whether that takes the form of a social, entertainment or information service. Juniper Research estimates that by 2014, LBS will be in use by over 1.5B people and will achieve revenues from mobile LBS of US$12.7B. The rise and rise of LBS globally coincides with the shift of advertiser budgets from traditional to digital media marketing and its inherent strength to deliver messages or communications with consumers at the best time and place via the most relevant digital channel. As one such channel, mobile is increasingly becoming the consumer’s first screen and its portable, personal and location-based attributes are ideally suited to connecting with consumers who are out and about or even at the point of purchase in a retail environment.


Singapore has been chosen as the LBMA’s new Asia hub thanks to the country’s high smartphone penetration and rich cross-section of LBS players from retailers, agencies, advertisers and media buyers, to software and services providers and wireless companies. Singapore also boasts a thriving start-up and tech community and tech-savvy consumer base, all of which make for fertile conditions in which LBS and location-based marketing can continue its rapid adoption and evolution in line with consumers’ habits and preferences.  


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YOOSE is the market leader in location-based advertising solutions in Asia-Pacific and Europe. An early pioneer in location-based technology, YOOSE has been delivering powerful campaigns for global brands since 2008. YOOSE understands how location-based technology is changing the way mobile consumers behave and interact with brands; it employs its deep expertise, wide experience and passion to help brands capture the opportunities that the rapidly evolving area of location-based advertising can bring.

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About LBMA

The Location Based Marketing Association is an international group dedicated to fostering research, education and collaborative innovation at the intersection of people, places and media. Our goal is simple: to educate, share best practices, establish guidelines for growth and to promote the services of member companies to brands and other content-related providers. The membership base currently exceeds 450 companies globally. LBMA global presence covers North America (Toronto, Montreal, New York, Atlanta and San Francisco); EMEA (Amsterdam and London); Asia Pacific (Singapore) and South America (Brazil – coming soon.)