Mobile spamming software launched

Software that allows businesses to send promotional text messages direct to mobile phones has raised concerns that UK users are in line to be bombarded by nuisance messages.

Prime Response's Prime@Vantage Wireless product is being trialled by two European mobile operators ahead of launch in August. Software to send adverts to Wap phones has been pencilled in for an October rollout.

However, news that text messaging may be used for advertising purposes will be unwelcome for many users. Breathe, Orange and BT Cellnet customers have all reported receiving unsolicited text messages over the last few months, often in the form of quite bizarre teasers. One company ran a series of trailers over a number of days inviting recipients to attend a product launch at the Millennium Dome.

Users appear to be struck by the novelty of these messages at the moment, but are concerned that such messages might become commonplace.

Analysts say users can expect to see more of these services as mobile operators look for more opportunities to generate revenue.

Trade body the Direct Marketing Association (DMA) said it has begun working on guidelines for its members for self-governing of the industry and hopes to have them in place by the autumn.

Ian Davis, telecommerce director at the DMA, told vnunet.com: "We expect the use of mobiles as a media to explode in the near future and as an organisation we must ensure responsible use. I'd expect our membership to raise questions on user choice, message appropriateness and the number of messages."

"Whoever is at the receiving end must be able to have a choice and say they accept such messages or not," he added.

Prime@Vantage Wireless will be launched in London on 29 June and is seen by Prime Response as a way for its clients to send messages to existing customer's services they've opted into, rather than for companies to send unsolicited messages to mobile phones.

However, Prime Response concedes that there is nothing to stop companies using the software to launch so-called spam campaigns.

"The firms that succeed by using our product will be those that have gained permission from customers or prospects for that firm to market to them," Allen Swann, president of international operations at Prime Response, told vnunet.com.

"Yes, customers don't have to opt-in to the service for it to work, but it is best used as part of a campaign rather than in isolation."