A report released this week, commissioned by Pontis, has shown that nearly two thirds of mobile users are fed up with mobile phone spam. Seventy per cent of those surveyed found mobile marketing campaigns totally irrelevant to them, with only eleven per cent buying products as a result of receiving an offer from their operator.

Lorcan Burke, CEO of AdaptiveMobile stresses that although advertisers should be encouraged to develop targeted campaigns that offer real benefits, it is the operators who have the responsibility to reduce mobile phone spam in order to capture the value from mobile advertising.

He believes: “Mobile marketing is a unique way for brands to communicate directly with their customers. With advertising agencies seeking to create compelling campaigns that include the mobile channel, operators must address the perception of mobile marketing as “spam” and capture the real value inherent in their networks. At present, operators offer a commoditised transport service to advertisers, missing the opportunity to lock in high revenues through providing a marketing medium that protects subscribers, while supporting advertisers reaching the brand’s customers. Our research with agencies indicates that operators could generate up to 800% increases in value of their wholesale messaging by using information they have in their networks today. Instead, operators are encouraging their own commoditisation by even starting to expose the user’s phone numbers to content and application providers.

Operators need to directly tackle the growth in spam that arises through inappropriate and untargeted mobile advertising. The mobile operator owes a duty of care to the subscriber, and those that protect their subscribers first will have a significant competitive advantage - reducing churn and attracting new subscribers. By collecting and filtering information based on the user’s explicit content preferences and observed behaviour, operators will be able to maximise advertising revenue, drive response rates and maintain the reputation of their brands. It comes down to this: operators that ignore mobile spam will wind up with a larger influx of calls to their customer care department, resulting in increased costs and a significant loss in revenue.

AdaptiveMobile provides unified mobile customer protection across all cellular technologies, security threats and media types. It allows mobile operators to offer spam protection for specific users, preventing such backlash against mobile adverts and protecting the end user, while providing legitimate advertising campaigns with the information necessary to target subscribers accurately and only with their permission. To date, operators are ignoring the potential cost to their brand, the opportunity for mobile data revenue growth, and committing themselves to the same strategy that lead ISPs to decline and leave the real value of mobility to the next incarnation of Google.

If you would like more information or a briefing with a Lorcan Burke, CEO at AdaptiveMobile please contact Elena Dunn on +44 (0)20 7608 4646.

About AdaptiveMobile:
AdaptiveMobile is the leading mobile security provider of unified customer protection for enterprises and individuals. The company offers comprehensive proactive protection from the increasingly prominent threat of mobile viruses, malware, inappropriate content, unsolicited communications and spam at a corporate and consumer level. AdaptiveMobile’s software works across all mobile and wireless bearers, for all technologies including messaging, internet and video.

AdaptiveMobile was founded in 2003 and boasts some of the world's largest mobile operators as customers and the leading security and telecom equipment vendors as partners. The company is headquartered in Dublin with offices in the North America, Europe, South Africa, Middle East and Asia Pacific.

More information is available at www.adaptivemobile.com

Press contact:
Elena Dunn
Skywrite Communications
Tel: +44 (0)207 608 4646
Email: adaptivemobile@skywritecomms.com

Published on: 12:00AM on 10th August 2007