Operators are moving into the advertising-supported mobile content realm as a way to expand data consumption and generate more data revenues as monthly recurring charges for content begin to hit the ceiling. We are going to see many experiments in the advertising area as carriers and content players delicately look for ways to create acceptance of it. In the U.K., mobile phone customers will be offered the chance to send text messages for free in return for viewing advertisements on their phones. Mobile marketing company I-movo has teamed up with mobile technology provider i-text to launch the service. Article
