Mobile Phones - Mobile Advertising: Intrusive or Informative?

By: David Collins

So you're browsing along the high street stores, looking for a bargain or something to wear for an occasion.

During your shopping trip, you hear the trill of your mobile phones' text message alert sound as you're passing by one of your favourite designer stores.

Upon checking your phone you realise it's not from your friend or partner, and by opening said text message you are greeted with an advertisement for the store you've just walked past - letting you know of special offers in a bid to tempt you inside.

It sounds like an intrusive and rather silly service, but it could soon be the next stage of advertising focusing on mobile users. Such methods and measures were recently delivered in a keynote speech at the annual Mobile World Congress in Barcelona.

And such schemes could even prove beneficial to owners of mobile phones - both on pay as you go and contract - customers could even find themselves on a cheaper tariff in exchange for allowing advertisements onto their mobile phones.

Whilst surveys revealed that 80-90% of customers would be willing to receive adverts by text or browser in exchange for services such as free calls or content, the mobile industry has warned that such schemes are still being developed.

But with over 3 billion mobile phone users worldwide, the potential of such a market is nothing short of huge. Mobile advertising schemes have the potential to allow companies to target customers depending on location and reach them at times when they could be most likely to make purchases.

However, providers and advertisers alike are remaining cautious about issues such as intrusion, due to the personal nature of owning mobile phones.

Such advertising schemes may still be a long way off, but for some the idea of saving money on phone bills by receiving advertisements could help generate a lot of interest, and provide advertisers with a wide and varied base in which to focus their products.

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