What's scarier? Wireless phone advertising or Donald Trump ring tone?

NETWORK WORLD NEWSLETTER: KEITH SHAW ON WIRELESS COMPUTING
DEVICES
09/22/05
Today's focus: What's scarier? Wireless phone advertising or
Donald Trump ring tone?

Dear networking.world@gmail.com,

In this issue:

* Survey says cell users want ads; Donald Trump to answer your
phone
* Links related to Wireless Computing Devices
* Featured reader resource
_______________________________________________________________
This newsletter is sponsored by HP
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_______________________________________________________________

Today's focus: What's scarier? Wireless phone advertising or
Donald Trump ring tone?

By Keith Shaw

Halloween is still more than a month away, but I recently saw
two items in the mobile device world that scared the bejeezus
out of me.

First was a study by In-Stat of 684 respondents who are members
of its Technology Adoption Panel, that suggests that 20% of
wireless phone users would find some form of advertising on
their mobile handsets to be acceptable (at least 80% are
thinking sanely). Out of those 20%, about half of those people
said they would be open to having advertisers subsidize the cost
of premium services, including directory assistance, ring tones
and messaging. In-Stat says that even location-based advertising
and opt-in advertising would find some audiences.

More than one-third said "they would be willing to provide their
carrier or advertisers with personal preferences in order to
receive targeted advertising messages," says David Chamberlain,
a senior analyst with In-Stat. Because high prices were one of
the main reasons why people don't use premium services,
subsidizing the cost of services (such as picture messaging,
ring tones, directory assistance) through advertising would be
acceptable to some users, In-Stat suggests.
Aaaaaaaaaaaaaaaaaaaaaah! The full report from In-Stat, "Mobile
Advertising, Brands and Affinity Marketing," is available for
$2,995, which might be scarier (just kidding, In-Stat!).

That was scary enough, but then the second item came into the
e-mail in-box. On Sept. 16, T-Mobile CallerTunes launched the
Donald Trump ringback tone. A ringback tone is a recording that
users choose for callers to listen to instead of the regular
phone ring as they wait for you to answer the phone. It's like
being on hold without having the person even answering the phone
yet.

In Trump's case, users can let their friends hear a message that
says that the owner "can't get right to the phone 'cause you
might be talking to 'The Donald.'," T-Mobile says. The carrier
says it has approximately 450 new CallerTunes available, which
brings more than 1,100 ring tones or ringback tones available to
end users. More details are available here
<http://www.t-mobile.com/services/music_callertunes.asp>.

I'm going to go hide under my bed for a while. See ya next week.

The top 5: Today's most-read stories

1. McAfee, Omniquad top anti-spyware test
<http://www.networkworld.com/nlmobile6979>

2. The rise of the IT architect
<http://www.networkworld.com/nlmobile7186>

3. Users discuss big VoIP rollout risks and rewards
<http://www.networkworld.com/nlmobile7481>

4. Cisco targets SMBs with convergence
<http://www.networkworld.com/nlmobile7482>

5. DemoFall preview <http://www.networkworld.com/nlmobile7307>

_______________________________________________________________
To contact: Keith Shaw

Keith Shaw is Senior Editor, Product Testing, at Network World.
In addition, he writes the " Cool Tools
<http://www.networkworld.com/columnists/cooltools.html> "
column, which looks at gizmos, gadgets and other mobile
computing devices.

You can reach Keith at <mailto:kshaw@nww.com>.
_______________________________________________________________
This newsletter is sponsored by HP
FROM THE NETWORK CORE TO THE NETWORK EDGE

Traffic management becomes critical as your network
infrastructure expands to support different types of traffic and
users. Most traffic management solutions have serious
limitations: too expensive, difficult to use, and overly taxing
on bandwidth. However ProCurve Networking by HP addresses these
requirements, overcomes the limitations of other solutions, and
gives you valuable insight into LAN performance. Click here to
download HP's Traffic Management Whitepaper
http://www.fattail.com/redir/redirect.asp?CID=115532
_______________________________________________________________
ARCHIVE LINKS

Archive of the Wireless Computing Devices newsletter:
http://www.networkworld.com/newsletters/mobile/index.html

Keith Shaw's Cool Tools:
http://www.networkworld.com/columnists/cooltools.html
_______________________________________________________________
Webcast: DNS Best Practices for Building Resilient Active
Directory Infrastructure

In this informative session, we will explore practical examples
of modern DNS best practices that support nonstop AD services in
the network. Sign up and watch this on-demand webcast today:
http://www.fattail.com/redir/redirect.asp?CID=114723
_______________________________________________________________
FEATURED READER RESOURCE

Network World Technology Insider on Security: Is Encryption the
Perspective?

Encryption won't solve all your security issues but these days
there is no excuse for not safeguarding your organization's
sensitive data. From Clear Choice product coverage to new
regulations and high-profile breaches, this Technology Insider
on Security covers it all. Click here to read now:

<http://www.networkworld.com/nlmobile7483>
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