Mobile Third Screen

David Beisel writes about a recent announcement by Motorola ot offer push services on the mobile phone:

[The] 1×1 display has until recently been overlooked as a vehicle for information communication. Always with you and referenced perhaps dozens of times per day, it carries a lot of possibilities with it. Right now my own background screen is terribly boring calendar. Updated news and weather information would be a great replacement, if only just a first step to more personalized content.

For me, this development is interesting from both a consumer standpoint and VC one. How will the ads be displayed in a manner so as to not become too intrusive? Unlike a PC browser where ads and content can be displayed simultaneously, the physical space for advertising in conjunction with content is limited. How will ads proliferate in a manner not to propagate attention theft? It seems all too easy to annoy people if all they want to do is make a call or quickly check a piece of info. From a VC vantage, I am excited about the potential for infrastructure companies to spring up supporting this advertising medium, like mobile ad networks or ad insertion providers.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.