Wireless advertising's challenges and opportunities

Rapidly developing wireless net-working technology and the growing mobile-device user base have fueled interest in activities that deliver advertisements to mobile devices over a wireless network. Studies by wireless media research companies indicate that delivering permission-based alerts to wireless phones captures consumers' attention, drives response actions, and builds brand awareness. Wireless devices are accessible, personal, and location aware. These characteristics allow for highly targeted, flexible, and dynamic wireless advertisements. Yet the target audience is vast, and users must be able to search for information, issue inquiries, and make purchases at any mobile location.