Feeds

Admen prepare to blitz cellphones

RCTLE DYSFNCTN? U NEED VGRA NOW!

  • alert
  • submit to reddit

Maximizing your infrastructure through virtualization

The advertising industry will shortly reveal how it's going to bombard cellphone and PDA users with commercials

The Wireless Advertising Association convenes in downtown San Francisco on 26 June to unveil its technical infrastructure for beaming promotional material to handhelds and phones. The body has already produced metrics and definitions for adverts to GSM phones.

The WAA will extend this to encompass a technical and privacy framework for marketeers at the meet in ten days.

Phones are the last remaining communication medium not to be polluted with unsolicited advertising. But a burgeoning industry is arising to fill that gap, promising "targeted" advertising based on users' call histories. A good example is Add2Phone's SMASH server, which says it uses both "push" and "pull" technology monitoring and profiling to make the unwanted ads slightly less unwanted.

WAA also claims to take privacy seriously. However phone spam could rapidly become a serious nuisance even without the adoption of sophisticated profiling software and a privacy advisories from the self-regulating ad industry.

SMS spam is easy enough to do, from open web to SMS gateways, and IM services such as ICQ offering IM-to-SMS service.

And users share more than a bit of culpability. A UK-based SMS spammer recently boasted to us he'd got a 40 per cent response rate from a broadcast SMS spam. So if you don't want SMS to become a nuisance, don't reply to it.

Now one of the reasons we hear cited for the success of DoCoMo's iMode system in Japan is the ease with which it allows service providers to bill customers. The micro payment gets added to the user's monthly bill, the network takes a cut, and everyone's happy. These services tend to be advertised through conventional media, leaving the airwaves uncluttered.

The example of the US, where a continuous stream of television advertisements is briefly interrupted by "programs" for several seconds an hour, shows what can happen when customers relax an attitude of zero-tolerance. ®

Related Link

Wireless Advertising Association

Top three mobile application threats

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
White? Male? You work in tech? Let us guess ... Twitter? We KNEW it!
Grim diversity numbers dumped alongside Facebook earnings
Microsoft: We're making ONE TRUE WINDOWS to rule us all
Enterprise, Windows still power firm's shaky money-maker
HP, Microsoft prove it again: Big Business doesn't create jobs
SMEs get lip service - what they need is dinner at the Club
ITC: Seagate and LSI can infringe Realtek patents because Realtek isn't in the US
Land of the (get off scot) free, when it's a foreign owner
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.