Recently O2 UK announced an in-house, opt-in mobile advertising platform that solves some of the issues associated with the entire mobile advertising concept – trust that advertisers won’t abuse access.
While the CTIA in the US has been offering a registration directory and a “monitoring” service for a short-code, mobile advertising organization’s adherence with Mobile Marketing Association’s guideline; the O2 offering is to manage “traffic” for the advertiser and “trust” for those O2 customers who opt-in for the service.
From a telecom service provider perspective, I like the movement from a dumb-pipe to a value-add service for both advertiser and consumer. The handling of behavioral and preference profiles provide both increased access for the advertiser and protection for the O2 customer.
However, I am not sure that the conservative nature (one SMS per day and only O2 customers) of the service will meet the needs of cutting edge advertisers or early consumer adopters of mobile marketing services.
What do you think of the “internal” use of mobile advertising divisions by telecom service providers?
Post your comments below or email (John.Myers@BlueBuffaloGroup.com) / twitter (JohnLMyers44) me directly.
Posted December 4, 2009 9:49 AM
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