Local search and SMS alerts provider NearU Search has partnered with LotteryUSA to offer the most recent draw information to members via text message.

With this service, subscribers can view the results directly via text message by registering at http://www.lotteryusa.com. The LottoWatch subscription is available across the nation, for a monthly fee of $7.99.

"The strategy here is that people are increasingly busy and they walk around with tickets in their back pockets so they lose them, so we do this as a way to get them the information as soon as it happens so they can react in real time," said Heather Mlodinow, CEO of NearU, Pasadena, CA.

"The main demographic is the texting audience," she said. "The lottery audience is a little more mature than the texting audience, but they are moving in closer together, and the lottery audience is also being created as information junkies so they want to move onto the next thing."

The Ann Arbor, MI based lottery results provider, LotteryUSA, was first launched in 1996, where it provided quick lottery result access on its Web site.

NearU provides technology to power local search and alert products through shortcode 63278 (NearU). NearU products and services are designed to provide quick information to users on the go.

NearU offers alerted information on movie releases on Fridays, CD and DVD releases on Tuesdays, and game releases on Wednesdays.

After consumers fill out the required information at http://www.nearusearch.com/, they will receive a text message to which they can reply "Y" in order to accept the charges.

The site also offers alerts for Major League Baseball news by texting swmlb (team) to 63278, charging $0.45 per alert.

NearU's SMS services are available for mobile phones on all major U.S. carriers.

"The challenge is always to be able to not have your attention stuck on the past, so the whole idea of the service is to give you the idea right now, as fast as possible, to get it off your mind and onto the next thing," Ms. Mlodinow said.