Tony Fish has a thought provoking post on his blog called
Could consumer ignorance hurt mobile advertising?
Virtually unlimited mobile usage tariffs means that advertising is perceived as free from the users perspective, as there is no additional cost of bandwidth to the user. These tariffs have lead to an unprecedented growth in mobile applications and the emergence of a new eco-system. However, “all you can eat” pricing models for mobile have become increasingly risky with the advent of new devices and operating systems from Apple and Google. With the prospect of a return to a pay per something, users may change their view of “free” advertising and this could lead to a change in behaviour, as they will
be un-willing to pay for the bandwidth for the advert. Whilst this may seam ridiculous to anyone who understands, explaining to the user they have the wrong perception or that this is not the reason for a significant monthly bill, could be difficult.
This viewpoint therefore opens the debate; “Could some selfish business decisions be destroying the mobile eco-system that has just been created and what scenarios are worth considering?