STARTING from the first day of 2010, China Mobile’s subscribers began receiving special short messages to remind them to conserve energy – things like “A New Year begins with you. Take public transit as much as you can. Choose energy-efficient household appliances. Use water sparingly.” Bus-borne televisions joined in by broadcasting public service advertisements for various energy-saving products. In the marketplaces, a fresh promotional campaign for energy-saving electrical products is also just getting underway.