Mobile users eager for marketing messages

Stuart Corner
Thursday, 14 June 2007 18:58

Opinion and Analysis

If Alcatel has its way they will not be surprised for much longer. The company also announced, today availability of the enhanced Alcatel-Lucent 5965 Mobile Content Platform, describing it as "a powerful software platform that changes the way mobile content is delivered to mobile phone users."

It enables operators to "create a personalised mobile shopping experience for targeted subscriber segments based on individual interests and behaviour, and improve the overall quality of their service with expert content management, merchandising and delivery of mobile advertising and entertainment."

It gives operators "the tools needed to create a simplified one-stop shop for mobile content, providing the integrated shopping experience subscribers are looking for."

I can't help feeling a bit sceptical when someone claims to have discovered a 'problem' one minute and comes up with a 'solution' the next minute., Butwe've been hearing a great deal of late about how the mobile phone is a huge and relatively untapped channel for marketeers.

In Europe one operator is offering free mobile calls, paid for by advertising . European mobile marketing specialist TXT4 is ramping up operations in Australia. Just last month, another Australian startup  entered the rapidly growing field of companies seeking to exploit the nascent market for advertising to mobile phones: Xip will deliver information in response to an SMS containing the advertiser's code sent to Xip's phone number.

Soon, there will be no escape...