Spam on phones is an even bigger problem than spam in emails. But not all spam is equal – messages that take into account our profile and have our permission are most welcome. In a way, these are messages we invite into our lives – think of it is invited advertising, or “Invertising.”

This is the world of publish-subscribe. As I wrote last September, “Companies will publish and continuously update various information streams (think of them as ‘feeds’). Customers can subscribe to any of these streams and then receive updates as soon as new items are published on the feeds. Customers can also stop subscriptions to the feeds anytime. Publish-subscribe ensures a spam-free world for customers.”

A new mobile operator can take the lead in ensuring an Invertising-drive, spam-free world for its subscriber base. This would be based on the combination of 3 Ps – push, profile and permission. Marketing companies would love it – they can now do targeted ads and messages. Subscribers (mobile users) would love it – they now have the control on the marketing messages they receive. The mobile phone now starts becoming more of a magic lamp for users, with the operator as a Genie who fulfills wishes!

Summary

What new mobile operators need to do is to think out-of-the-box – they have nothing to lose and everything to gain. As mobile number portability comes in, it will help level the field by allowing mobile users to switch operators and retain their number. What is needed is for operators to use data and VAS to provide the right incentive for users to actually make that switch.