Consumers brace themselves for the flood of mobile adverts

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<div class="rxbodyfield" xmlns:o="urn:www.microsoft.com/office" xmlns:st1="urn:www.microsoft.com/smarttags" xmlns:st2="urn:www.microsoft.com/smarttags2" xmlns:w="urn:www.microsoft.com/word" xmlns:x="urn:www.microsoft.com/excel"><p>In a move which could see consumers&#39; mobiles being bombarded by spam advertising, Nokia has announced that it is to launch two mobile advertising services by the end of this year.</p><p>While this is great news for innovative marketing moguls, some commentators have expressed concern that spamming practices, similar to the sort which consumers are forced to suffer with their emails, could be winging their way to their mobile phones.</p><p>Nokia&#39;s Ad Service will see a group of mobile publishers forming a mobile ad network and a platform to deploy, manage and optimise targeted mobile advertising campaigns, while the Advertising Connector is designed for third party publishers and advertising aggregators that want to extend to relevant mobile advertising.</p><p>Irritatingly, the Advertising Connector also has the intelligence to specify which type of media the consumer&#39;s phone will be able to recognise best, whether its text, images, video or audio advertising.</p><p>Earlier this year Rudolph Groger, Chief Executive Officer of 02 in Germany - one of the first countries to benefit from mobile advertising - explained that there was a very real danger of companies paying out money on advertising that consumers would simply ignore.</p><p>&quot;We have built up [services] without discussing with consumers whether they want what we are busy building,&quot; he commented at a 3GSM Congress in Barcelona in February. &quot;We are wondering why the customer isn&#39;t buying that stuff.&quot;</p><p>Emma Mohr-McClune, principal analyst at Current Analysis Inc, told pcworld.com that the key to not irritating consumers was to make sure that they consented to being sent advertising and that the adverts were relative to what the consumer wanted.</p><p>The good news is that by increasing their revenue through advertising, mobile phone providers could lower their monthly tariff charges, which would see more money going back to the consumers&#39; pockets.</p><p>What tariff should you choose? Pay As You Go or contract? <a href="http://www.uswitch.com/Mobiles/Tariffs-Simplified.html">Find the best tariff for your budget. uSwitch.com can search available deals and find the one best suited to you. <a href="http://www.uswitch.com/Mobiles/index.aspx?">Compare mobile deals and switch online for free</a>.</p><p><a href="http://www.adfero.co.uk" target="_blank"><img alt="track" src="http://feeds.directnews.co.uk/feedtrack/dn.gif?feedid=362&amp;itemid=18081355" style="border:0 0 0" />&#169; Adfero Ltd</a></a></p></div>