Vimpelcom Delivers Live Content To Idle Mobile Screens

Vimpelcom has launched its ‘Chameleon’ service in Russia, which sends information to mobiles to be displayed on the idle screen. “With the service, Vimpelcom users can now access streams of free news headlines, sport reports, weather updates, music stories, gossip and games directly on their idle screens.” I assume ads could also be sent, if desired, and in effect they will be — which is what pays for the service. “A trial of the service in the summer of 2004 achieved dramatic results. 2,000 users received broadcasts for a few weeks; 40 per cent of them clicked on to access value added services, each adding an average of 15 per cent to their monthly spending.”
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