Telefonica O2 launches ad-financed mobile services

Telefonica O2 Germany has announced the launch of a free mobile service financed by advertisements, which the company claims to be the first of its kind in Germany. In return for agreeing to receive regular, personalised adverts on their mobile phones, subscribers to the ‘Netzclub’ calling plan receive free mobile internet access, text messages and airtime. The marketing areas are determined on an individual basis according to the user’s profile. In order to renew the subscription, customers must respond once a month to one of the marketing offers by text message or on the internet. There are a number of pre-paid calling plans to choose from, including ‘Handy Internet Flat’ which offers unlimited internet surfing, and ‘Kombitarif 30’ with 30 free minutes, 30 text messages to any German network and 30MB of free mobile surfing. Netzclub was developed in partnership with mobile marketing firm YOC, which uses scalable platforms to implement integrated mobile solutions for customers from all industries. With a portfolio of more than 180 titles, the company says it has the largest premium mobile advertising network in Europe.