The Future of Wireless Advertising

Wireless technology will certainly have a great impact on the future.  As an advertising medium, it has the potential to be the single most personal method of reaching consumers. In an increasingly ad cluttered world however, there is also great potential for backlash. Consumer concerns with regards to unsolicited interference such as spamming, threats to security, and privacy loom large. That being said, it is my opinion that wireless advertising will overcome these obstacles and ultimately be successful.

Companies are still struggling with the downfall of the online advertising market and the collective chance for sample of goods and services for free, after the mass-markets adopt the Internet. Wireless carriers in the United States should prepare for the proliferation of mobile advertising, because it will certainly play a crucial sponsorship role in the financing of mobile data services. Mobile marketing is coming along at a time of cultural shift in American society. Consumer relationships with brands are changing; Generation Y consumers are showing significant buying power; and early adopters of wireless are regarding wireless as a symbol of their lifestyle choices. Knowledge of the cultural context is critical, as carriers, agencies, and advertisers start to try mobile marketing.  According to Cahners In-stat Group, there are about 4.4 million wireless Web and messaging subscribers in the U.S., but this figure is expected to grow to almost 71.1 million in 2005 (Kotch,2001).
 

Wireless computer networks have great potential to act as a tool for democratization. In places like Parkersburg, Iowa and throughout rural America they are helping to close the digital divide. It is true that security of wireless networks will continue to be a concern in the future, but one must admit that there is something almost Robin Hood like about groups like War Drivers, ever on a quest for free Internet access, always questioning the authority of large corporations and other entities who attempt to maintain control and domination over the Internet.