Israeli Operator Cellcom Launches Ad-Funded Air Time Program

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Israeli mobile phone operator Cellcom has rolled out a new ad-funded air time plan to lure in younger subscribers. The new model, similar to Virgin Mobile

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Mike Gauba

Cellcom is on the right track to convert mobile advertising into a paying business. The key to the success of this business is integrating viewers into the value chain rather than they being just at its receiving end. Broadcasting ads to the viewers is not a rocket science but getting the viewers to watch these ads is certainly one. The number of solutions to this issue are 1.designing every ad to be so exciting that the mobile users literally wait for these ads to hit their mobiles;2. Incentivize the users to watch ads;3 every ad carries a discount coupon and all these ads put together make a significant impact on the monthly bottom line.

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