Sprint Nextel to offer on deck ads

As we mentioned yesterday in our live-blogging coverage of MECCA, Sprint is set to announce a partnership with New York-based marketing firm Enpocket within the coming days at CTIA. During Sprint VP Paul Reddick's keynote at MECCA yesterday, he also mentioned the deal but didn't go into too much detail--mainly challenging the myth that mobile entertainment has to be commercial free. Choice quote: "I can tell you this now, we've decided to team with Enpocket as a technology provider for placing ads on our services and those will be placed in early October... the new revenue will be used to make new content."

While the deal supposedly only includes WAP ads, according to outside sources, it would still mark the fist foray of a Tier 1 carrier into mobile marketing. "I would say it's good for the industry," said Tom Burgess, CEO of marketing firm Third Screen Media, "It's a positive and significant step in the direction of the wireless operator." Enpocket is said to have developed a custom-built solution for Sprint Nextel, integrating advertisements into the carrier's WAP deck. For breaking news from the show floor, as it's announced, check out the CITA channel on the FierceWireless Web site.

For more on this story:
- check out this report from RCR Wireless News