OREANDA-NEWS. January 22, 2007. Predictions of experts resemble excerpts from science fiction novels. Within the next few years, the role of a cell phone in the life of a person will change dramatically. Keys to apartments and car keys, a wallet and a passport will be no longer necessary – a cell phone will replace them all. All these opportunities will be available tomorrow, but what is going on today?

In our time, a cell phone helps advertising to break down barriers of the consumers’ immunity and reduce gaps between providing information and taking an action. It can be real, if communication is not just informative, but also relevant to age and behavioural criteria, and its delivery is implemented taking into account the time and the location of a subscriber. To deal with the gap between providing information and taking an action, interactivity should be implemented, i.e. involving a person in the process and turning him/her from a spectator into a participant, and then into a buyer too. In that case, a phone turns from a communication channel to the tool for making a purchase.

All this is possible in case of taking the correct approach to implementation of mobile advertising. This will be discussed in detail in the report on subject “From mass mailing to mobile advertising: who wins?” by Yuriy Ostrovskiy, the Strategic Products Director in the international market of Bercut Ltd., at MENA Telecoms Executive Forum (January 21-23, Dubai, the United Arab Emirates).