EE O2 & VF in Advertising love in – squeezing out 3 ?

Posted on April 24, 2012


This was originally posted to my internal IBM blog on 10:43 23/03/2012, Steve Devo, adverstising, data, future, jv, mobille, service, Mobile Internet

Reports are coming in that the 3 biggest players in the UK market are getting together for an advertising love in, selling data driven mobile advertising. Makes a great deal of sense. Going together creates a market that the advertiser can really use, with the majority of people involved I can construct campaigns that are targeted at segments, regardless of the operator supplying the service. All boats rise.

All good, I am in favour.

It is interesting to note that just as with their plans for payment services, 3 is being left out.

Is this because of 3’s disruptive all you can eat plans (data in particular) that so rile the others, or is it that 3 are unwilling to play ball in a sensible way ?

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