Limitations and Challenges
Because the wireless industry is still in its early stages, there are still many unknowns about the ramifications of wireless advertising. Given its very personal nature, the mobile phone is an extremely sensitive channel. This places great demands on the wireless advertising industry in terms of when, where and how to advertise.
Is Wireless Technology Secure? Much of the debate centered around the technology concerns security of
wireless phones and wireless computer networks.
A survey by Computerworld, an industry magazine, found that 30% of American companies had identified rogue access-points on their networks. And if these are left open, they provide a back door past a firewall into the company's network. Rob Clyde, chief technology officer at Symantec, says that half of the chief executives at a recent round table event cited Wi-Fi as a top security concern.
The following streaming video clip addresses some of those security concerns, especially when it comes to wireless cell phones.
Tech TV's Cybercrime discusses the impact of GPS technology in wireless cell phones.Another concern when it comes to wireless networks is the threat of hacking. Wireless networks are especially susceptible to hacking simply because encryption technology is not used widely. Some hackers have taken "war driving," driving around neighborhoods to find open wireless networks where they can gain free internet access. It is quite suprising to see just how successful they are.
Due to easy wireless LAN access, Wi-Fi users suddenly have found themselves with access to a company networks, or its networks have been breached by Wi-Fi users.
"
Corporate WI-Fi networks have suffered interference from parking lot security systems and other facilities and devices. Home users who have installed Wi-Fi networks for their familu computers have encountered interference from other ISM radio services, as well as from neighbors who also have gone Wi-Fi."Coverage: not as wide as 3G systems As compared to 3G systems, Wi-Fi hotspots offers users less coverage to access.
The reluctance among consumers due to privacy fears or fear of being spammed with advertising is a real concern that is quite legitimate. Secondly, initial misuse of the wireless cell phones for the purpose of spamming or other unwanted, unsolicited ads could threaten the entire future of wireless advertising. Misuse could be in the form of spam, but also unauthorized use of personal information.
Finally, the medium is still restricted regarding space, colors, graphics, and movement. Technology moves fast, but many unrealistic expectations tend to develop if too much buzz builds up with regards to the results of advertising.
Intrusiveness and Invasion of Privacy
Corey Treffilett (2004) in an article entitled "Mobile Advertising - What have you liked." tells the following story. "I was walking down Union Street in San Francisco a few weeks ago and my phone rang. As this is a typical experience, I took the phone out of my pocket and checked to see who it was. I did not recognize the number so I pushed the talk button on my Treo 600 and held the phone to my ear. As I listened I was surprised to hear an unfamiliar voice saying, "This is Dr. so-and-so and I specialize in all types of dental care. Come in this week and get a special teeth cleaning for just $39.99." Why on earth was this dentist calling me and how did he get my phone number? \I was a little disturbed and more than a little curious as to how this stranger in the dental hygiene industry acquired my number when I looked up and realized that I was standing directly in front of the dentist's office. I'd just been tagged, as I call it, by AT&T somehow targeting me with a GPS ad on my cell phone. If this has ever happened to you, you can understand the strange feeling that remained. I was annoyed from a consumer stance, but my curiosity was peeked from a marketing standpoint. I can assume that they targeted the ad. After all, I was in close proximity to the Dentist's office, and of course I do have teeth. The targeting is unmistakable, but are consumers really ready for these types of intrusions into their personal lives? If your phone rang every 300 feet with a "targeted" ad based on your proximity to a local business of "interest," would consumers continue to answer the phone? Most likely they would become annoyed and start to ignore the phone more often than not. Sound familiar? It sounds eerily similar to the way in which e-mail has been utilized and over-extended.