The company behind a new interactive directory service for mobile phones is hoping to unveil its first operator and content provider customers at next month's 3GSM show in Cannes.
Responsa offers targeted directories services to users via permission marketing. Users call a premium rate number to dictate what they want, for example a particular kind of restaurant.
The call is recorded and played to suppliers, which can either hang up, or pay a fee of around £1.50 to send an MMS or SMS advert to the caller.
Depending on the type of service requested, the user can be contacted by between one and five suppliers matching their criteria, so they aren't swamped by ads and suppliers have a good quality lead.
Suppliers need only a phone to receive the requests, but must agree not to compile their own marketing lists from the numbers they receive.
Colm O Hare, marketing manager at Responsa, told vnunet.com: "It does need a critical mass of suppliers to work.
"But the conversations we've had with content providers, and the response from operators since we presented it to them last November, has been very encouraging.
"One operator told us they thought it could be comparable to SMS."
According to a report published this month by analyst The Kelsey Group, directory-based services will be a significant part of mobile content development.
"Wireless phone users in the Americas, Canada and Europe have proved willing to pay $1.25 or more for an operator assisted directory call," said the report.
"Provided the accuracy and quality is comparable, it can be assumed that consumers would be willing to pay for text-based services."
Cotton seedling freezes to death as Chang'e-4 shuts down for the Moon's 14-day lunar night
Fortnite easily out-earns PUBG, Assassin's Creed Odyssey and Red Dead Redemption 2 in 2018
Meteor showers as a service will be visible for about 100 kilometres in all directions
Saturn's rings only formed in the past 100 million years, suggests analysis of Cassini space probe data
New findings contradict conventional belief that Saturn's rings were formed along with the planet about 4.5 billion years ago