59% of mobile consumers want operator deals by SMS

Reports commissioned by technology companies to advocate their solutions rarely throw up huge surprises, but a YouGov survey conducted for Upstream has generated a couple of interesting stats. It reveals that most consumers want to receive mobile deals by text message (61 per cent), and within service messages such as top-up confirmations (9 per cent), [...]

Nexus One reignites smart pipe debate

The neverending debate surrounding whether mobile network operators should be dumb-pipes or smart-pipes has been reignited in this highly mobile newsy first week of 2010. In very short: the debate concerns whether mobile networks should concentrate first and foremost on supplying robust, reliable connectivity to their customers, and relegate the priority of services which they [...]

118's new 'laser-targeted' SMS ads

Something quite interesting for mobile advertising churned through the mobile news mill today. New Media Age reported that the directory enquiries service (or DQ) market leader, 118118 has signed up its first brands to advertise within text messages using new, ‘laser-targeted’ SMS inventory. While I’m doubtful that this technology uses lasers of any kind, it [...]

82% engage with idle screen trial

A new report out this week supported the potential of a favoured hobby horse of mine, Idle Screen Technology. Celltick’s LiveScreen Media sends news and entertainment, as well as advertising messages directly to the idle screens of mobile phones, generating revenue from content downloads, subscription services and advertising fees. Telefonica tested the service as part [...]

Could Idle Screen Technology drive mobile internet traffic?

There’s a little-discussed technology which I’ve often imagined could significantly drive mobile internet traffic. Operators have been able to implant their names on our idle mobile screens since pretty much mobile year dot. So why can’t they go the extra mile and add some more now? Links? Tickers which run in the background? Idle Screen [...]

Can SMS ad-insertion drive commercial volumes?

The recently announced SMS ad-insertion trial led by mBlox should provide the industry with interesting evidence to suggest whether ads can play a role in propelling increased engagement with commercial messaging.

It’s been a well considered tactic in the past, but offers risks as well as potential benefits and up to now nobody’s taken the plunge to try.