Ways to avoid “risks of mobile advertising”

Ways to avoid “risks of mobile advertising”

Eli from Israel responded to my post on risks of mobile advertising

Our small start-up company has toyed with the issues, particularly the annoyance factor expected by recipients of Mobile advertisement.We came up with a concept called “Pull before Push”; I’m not sure we are the first ones to consider such an idea and therefore I wouldn’t rush to trademark this concept. This concept can mitigate consumer’s natural tendency to receive “un-invited” messages clogging his mobile units with SPAM (essentially). Our basic technology is a wireless platform that offers the consumer the opportunity to tell the Mobile what it is looking for, and restricts the time and space allocated for the interest this consumer is focused on. (The consumer may re-define his interest any time, of course).

Our platform can take over from this point in time and automatically select the advertisements to be “pushed” to the mobile, based purely on the item of interest expressed by the consumer, time and location that the mobile is at. In other words, only items of interest to the consumer at the time and space of his choosing, will be delivered to the consumer. (The resolution of such a request is on a minute-by-minute basis. i.e. we know every minute who is where and what “landmarks” (stores, shopping malls, hotels, etc.) are located relative to the consumer at the time and space when consumer has expressed an interest-this is a Personalized advertisement fitting the consumer wishes, as well as sponsoring sellers.

This is exactly what’s need and this is how it will be in a few years. I first wrote about using this architecture back in 2000 (Chapter 8 of my first book – Wireless Internet Enterprise Applications). Question is who gets their first, what the experience is like, and how well is that IP protected?