Australian Newcomer Launches Free SMS Service, Mulls Over Free Calls
By Peggy Anne Salz - Fri 15 Jun 2007 02:48 AM PST
Australia’s new entrant mobiK, which took the wraps off its free service in October allowing users to send free Internet to mobile texts (and visa-versa) , has expanded its offer to let users send free SMS to and from their mobile phones, Computerworld reports. Users must be over 13 years of age to access the ad-funded service. Along with free SMS, users can also sign up to be part of the rewards program called K where they earn points they can redeem for content by filling out surveys for sponsors or by signing up their friends. The company – like others in this space – stresses that knowing gender and age allows it and its partners to deliver targeted advertising (the target is a teen to 30 year old demographic), but I contend services that build their business case on such thin analytics may be heading for a fall. The industry has become quite liberal in its use of the term “targeted” – and that’s a worrying trend (especially if companies really believe this). After all, pitches that rest on age and gender can easily and quickly degenerate into annoying spam.
Posted in: Countries, Australia/NZ, Mobile Adv & Mktg
