Ericsson Brings Ads to Mobile Net Phones

STOCKHOLM (03/01/2000) - Advertisers will soon be able to target their pitches at users of Internet-enabled mobile phones, courtesy of mobile phone and network equipment vendor L.M. Ericsson Telephone Co.

In this year's third quarter, Ericsson will start shipping Mobile Internet Advertiser, a network-based advertising software tool aimed at network operators and ISPs (Internet service providers), the Stockholm-based company said in a statement issued today.

Trying to put a positive spin on the announcement, Ericsson said the advertising tool will give mobile service providers the ability to deliver free or low-cost Internet services funded by advertising to users of mobile phones and other wireless communication devices.

The ad services will be delivered through WAP (wireless application protocol) and other wireless standards and networks, Ericsson said. With future higher bandwidth wireless network technologies on the horizon, the ads will be similar to today's television commercials, incorporating rich media, full-motion video and animation, Ericsson said.

The Mobile Internet Advertiser is based on the same server technology as Ericsson's current Internet Advertiser for fixed-line networks, the company said.

Ericsson, in Stockholm, can be reached via the Web at

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