3 adds brands to mobile content

3UK has signed a deal with mobile data firm Netsize to release “text, ringtones, wallpapers and pictures from a range of brands” to their customers. Brands include such luminaries as BMW, Bosch, Danone, Nestle, Peugeot, HP, Federal Express, Nike, JC Deceaux, L’Oreal, Kellogg’s, Pizza Hut and Yamaha. This sounds suspiciously like advertising to me, as described here. From its website: “Netsize helps companies implement wireless services aimed at maximizing revenues, improving brand awareness, optimizing business efficiency and developing public services”. There’s nothing wrong with this, since the ads – accessed by the consumer actively typing in an SMS shortcode – are opt in, so the companies have to make the content compelling enough for people to want.

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