Anam and Amobee partner to offer ad-funded SMS
Anam Mobile and Amobee Media Systems have come up with a joint solution for ad-funded, subscriber-originated SMS messages. The service will be demonstrated at the 3GSM World Congress in Barcelona. It works on GSM and CDMA networks.
Zohar Levkovitz, Amobee Media Systems CEO, comments, “Mobile is the last medium in which the user bears the full weight of payment – a situation that will ultimately stifle growth. Ad-funding SMS has the potential to create new revenue streams for operators, deliver a new measurable advertising channel for brands and provide mobile users the ability to communicate more for less.”
The thing is, though, that many operators and lots of consumers just don’t view the mobile phone screen as an alternative to the TV, Mac or cinema screen – that is, not as medium for adverts. Certainly Mr Levkovitz is making a valid point, it’s just that the two halves of the equation – if you like the techies and the luvvies – have a poor understanding of the other’s ideas about business models and indeed even what business they are in.
The ad lobby is certainly better at getting its point across (obviously), but the operators will not be swayed easily – and they are in the driving seat, for the moment at least.
See www.amobee.com and www.anam.com for more.
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