German mobile operator E-Plus has teamed up with Alcatel-Lucent to use the French vendor’s Advertising Selection Server for the cellco’s mobile advertising offering through its subsidiary Gettings. Subscribers who agree to accept adverts via their mobiles will in return receive perks such free minutes or text messages. Alcatel-Lucent’s mobile ad solution, implemented as a hosted service, features advanced targeting algorithms, which it claims makes it easy for mobile service providers to offer highly focused advertising campaigns. ‘Advertising must not be perceived as a nuisance. This is especially true for ads on a mobile phone,’ said Daniel Euler, managing director of Gettings, adding, ‘Mobile advertising only works if it strictly centres around the recipients’ interests. The hosted Advertising Selection Server, offered by Alcatel-Lucent, is clearly contributing to fulfill such demand for customer orientation through the Gettings offer.’ Using the Advertising Selection Server, service providers receive unique access to consumers through subscriber profile information and the solution provides mobile service providers with a single platform that is able to deliver via SMS, MMS and WAP targeted advertising campaigns tailored to an individual subscribers’ opt in preferences.