Unsolicited and irrelevant messages are indeed truly evil! But there's a flip side because we opt in to brands we like (so messages from my wine merchant alerting me to a great offer would always be welcome, and my 13 yr old daughter wants to know when free music is available ;-). The precarious balance of acceptability rests on good targeting and respect for opt-in. Targeting on mobile, with opt-ins, can add value because it is so personal and direct, as per above examples. Advertising on all other media channels is spam, frankly, up to and including banners on mobile wap sessions (about which, more feedback from 13 yr old: banner ads for a Mercedes Benz are dumb and insulting, but ads for new iPods would always be welcome).

"...opportunities for brands which, in turn, creates a significant revenue opportunity for mobile operators.”"

What's the benefit to the consumer? They get to be annoyed in the middle of a call or while composing a message on their phone by an incoming SMS/MMS message? Joy.

This means that while you're in that big meeting with your boss, expect to get an invitation to view a webcam on your mobile phone. Not to mention those cellular customers that actually have to pay for incomming messages.

I see a new wave of FCC regulations here in the states that will combat cellular advertising. I also predict a new way of spoofing that incomming message.

I will implement any and all blocking procedures I can. In addition, I will feverishly pray for legal blocks that enable me to universally de-list myself from any and all spam, unilaterally and without exception.

Given the success I have already found in using the "do not send me ads" flag that used to be available once upon a time, I won't be holding my breath waiting for better days.

One thing's for sure : I hate mobile phones already, and this is NOT going to help.