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As advertisements swamp cell phones, privacy worries multiply

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Associated Press Posted: Jan 02, 2008 at 0106 hrs IST
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Companies are also developing ways to share profiles with marketers while stripping out sensitive information like names. The challenge will be getting consumers at the right state of mind. You might appreciate that restaurant discount when you’re hungry but not if you’ve just finished lunch. The mantra, for now, is to avoid the type of backlash that online hangout Facebook recently faced when it enlisted users as endorsers of movies and other products, initially without them necessarily realising it.

“We know this is a great opportunity for targeting, but we don’t want to blow it by overdoing it,” said Eswar Priyadarshan, chief technical officer for Quattro Wireless Inc, a mobile ad distributor.

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