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T-Systems International launches location based mobile advertising

German-based T-Systems International is introducing a new mobile advertising service with the technical support of IT Services Hungary Kft., the company announced yesterday.

The new service can send advertisements and store discount vouchers  in SMS messages to smartphones of passers-by, based on location data using big data analytics, real time technology and “geo-fencing.” Consumers are more likely to open a marketing-driven SMS (98% likelihood) than a Twitter tweet (29%), an e-mail (20%) or a Facebook post (12%), marketing experts say.

However the service will not track consumers and is 100% spam free, ITSH CEO Csaba Bőthe said. Tracking means recording and marking on a map every single place – shop, cinema or friend’s house – where a smartphone holder goes.