Cell phones to provide the most targeted, effective message

Startling figures:

• There are 6.6 billion people in the world.
• 3.3 billion people, HALF of the world's population, are cell phone users.
• 1.7 billion people watch/own a TV.
• 1 billion people use the Internet.

Dr. Scott Shamp, a professor of mine, was privelaged enough to attend the recent Mobile World Congress in Barcelona. A pass to the event was $5,500! Even with the high price, 55,000 people attended. So, what did they discuss that was worth $5,500? Oh, only the future of the mobile world as we know it.

In previous years, the Mobile World Congress has focused on mobile voice options, new cell phones, etc. This year, the talk was much different: It was about mobile content.

What caught my attention was the talk about mobile advertising (or public relations messages). Who wouldn't want to take advantage of an audience of 3.3 billion people?

The idea may not be new, but the concept has put mobile carriers (AT&T, Verizon) in a very lucrative position, as they have the demographic information on each and every one of their customers that advertisers/PR practitioners are dying to have. Talk about message customization. Moreover, this provides tracking and measuring like we have never seen it before. This offers the potential of knowing exactly what type of person has seen a message (and how many times).

Some of Dr. Shamp's students are currently working on creating a mobile PSA to promote awareness of AIDS & encourage people to get tested. As he explained, it's a personal message on the most personal form of media.

What about an company paying cell phone users to display their ads/messages as ringback tones? (Hear something other than a traditional "ring, ring.") Or, create "viral" ringback tones, and don't pay people at all. Check out the cool things Vringo is doing... like creating video ringtones.

What an opportunity for PR and advertising professionals to take advantage of! What ideas do you have?