Information Society Watch

January 2, 2008, Associated Press

The cell phone has become a ubiquitious device in the modern world and offers functionality far beyond the simple phone facility. As a result, the analysis of cell phone usage can provide significant inputs about a person's profile, from travelling habits to favourite music. This information is a potential bonanza for advertisers, who can provide custom ads based on a person's location and preferences. The article analyses this aspect of mobile-based advertising and advises to proceed with caution in this area. While there are potential benefits to the consumer through such advertising, there are significant factors of data privacy that need to be considered before opening up this space.

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