The major concern when it comes to mobile advertising is privacy.
Mobile Advertising gets very personal as everyone carries a mobile phone, and via the mobile base station, the mobile operators know where you are and that allows them to predict what you might be doing at a particular time.
With Mobile Advertising, advertisers could deliver targeted ads and get more effective response. They also get to spend less versus traditional media.
Maxis is partnering with a mobile advertising company called Out There Media. It is not a first time that Mobile Advertising has been in Malaysia. Celcom had tried it once a few years back and it failed to take off.
I believe the partnership between Maxis and Out There Media involves MoBucks.
More details tomorrow.