Feeds

Admen prepare to blitz cellphones

RCTLE DYSFNCTN? U NEED VGRA NOW!

  • alert
  • submit to reddit

Secure remote control for conventional and virtual desktops

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

5 things you didn’t know about cloud backup

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Kaspersky backpedals on 'done nothing wrong, nothing to fear' blather
Founder (and internet passport fan) now says privacy is precious
Banking apps: Handy, can grab all your money... and RIDDLED with coding flaws
Yep, that one place you'd hoped you wouldn't find 'em
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Primetime precrime? Minority Report TV series 'being developed'
I have to know. I have to find out what happened to my life
Ex-IBM CEO John Akers dies at 79
An era disrupted by the advent of the PC
prev story

Whitepapers

Gartner critical capabilities for enterprise endpoint backup
Learn why inSync received the highest overall rating from Druva and is the top choice for the mobile workforce.
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.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.