Nordic telecom provider Teliasonera intends to launch “an entirely new kind of interactive advertisement space called value window” upon their mobile phone customers in Q1/2008. Although the new advertisement channel is sugar-coatedly described as “an interactive space where the customer can access his or her favourite services and attractive offers in a quick and simple manner”, Finnish consumers have reacted angrily to the prospect of mandatory advertisements on their phone displays.
Roaming has been one cause for concern – what if the “value window” fires up abroad, triggering expensive byte- or time-based charges? Other critics have pointed out that exposing mobile web users to unwanted advertisements may taint the 3G scene for all players, causing customers to abandon it entirely.
Some commentators have compared the proposal to free mobile telephony operators funded by advertising, such as Blyk. Teliasonera, however, does not seem intent to offer costless subscriptions, so the incentive for customers to put up with ads is unclear.
What do you think about attaching compulsory advertising to mobile phone subscriptions? Please leave a comment! (While you’re at it, please feel free to let me know what you think about the advertisements on this blog.)
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