Nothing has made access to brands easier, faster and bang-on relevant to consumers than advancing technology.

Today, GPS-based messaging by NTT Docomo in Japan takes it to a whole new level. Their LBS (location Based System), for a reasonable monthly fee, will pinpoint and suggest shops, restaurants and whatever else you may require – to within 50 meters of your location – wherever you are!

Nicole Fall from “Five By Fifty”, a trend marketing company based in Tokyo, explains how your profile is your tool to customizing what references you need, which are then delivered directly to your mobile phone precisely when you need them. She points out how brands like Docomo are finding innovative marketing techniques based on available technologies to provide a greater range of services to an already saturated market.

For consumers, the real rewards are contextual and relevant messages that recognize who you are, where you are and what you need – all the right moment.