Mats Eriksson

by Brendan Maher The three Rs will be fundamental in driving advertising to personal wireless devices. Reaching the customer at, "the right time, the right place and in the right context," will not be a mere plus for the medium, it will be absolutely critical, according to Mats Eriksson, product business manager for Ericsson Mobile Internet Applications. "This is clearly a sexy route," says Chris Dennis, CEO of Mediatude, a U.K.- and Sweden-based company that, with Ericsson, conducted a pilot study to explore the viability of wireless advertising among more than 5,000 mobile phone users in Sweden. "With a mechanism attached to the

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