Ad-Funded Mobile Service Fulfilling Consumer Needs

In South Africa, when people had low call credit they would phone parents or friends, let the phone ring twice and then get a return call. This was a way of keeping in touch but consumed network time without spending. In response, Vodacom, set up the ad funded targeted at pre-paid subscribers, “Please Call Me Back”. The message is sponsored by advertising and users set up an SMS which is free to send and the receiver gets an advert of up to 115 characters with the message. This allows the recipient to call back for free. Vodacom avoids the cost of missed calls and created an opportunity for advertising revenue.

Source: Vodacom.