TALK OF THE BROADBAND ECONOMY

Mmmm… donuts

Finally, someone has come up with a worthwhile wireless application. AdreAct — an Israeli company registered in the U.K. — has teamed with Dunkin' Donuts to promote the pastry brand in a way that takes advantage of two European traits: a love of short message service and the desire to get free stuff.

Beginning in Italy, where the American brand has the same name recognition that Nutello has in the U.S., AdreAct is putting up billboards offering wireless users free coffee for sending a message with the word “donut” in the text to specific phone numbers. A return message acts as an electronic coupon.

The program doesn't provide a cut of the transaction to carriers but does increase SMS traffic, which is generally paid for on a per-usage basis. The companies also are offering drawings for a Piaggio scooter to those that buy a donut with their free coffee and fill out a three-question survey.

Another option lets users provide some demographic information in exchange for a Dunkin' Donuts donation to a local charity.

A recent survey by Cahners In-Stat Group found that 64% of users do not warmly embrace the concept of mobile advertising but would view mobile consumer brands better if they had some benefit, such as special offers or discounts. “It's very important to remember that you'll never get [the free coffee coupon] unless you ask for it,” said Ruth Poliakine, project manager for AdreAct. “You have to want to participate.”

Donuts… is there anything they can't do?
— Vince Vittore

Move over, Miss Manners

When talking on a mobile phone, please talk in conversational tones. Please turn off cell phones or place them on vibrate mode in public places such as the movies or church. Tell friends if you are expecting a call. And be discreet about the topics discussed in public — who knows who will hear you?

These are just some of the suggestions that Jacqueline Whitmore, the founder and executive director of The Protocol School of Palm Beach, has compiled for basic cell phone etiquette. “With any technological advancement, it's important to make the public aware that there's certain etiquette and protocol that goes along with that,” Whitmore said.

Sprint PCS hired Whitmore to create a list of dos and don'ts for cell phone usage as part of a promotion the wireless carrier is running in Florida. The media blitz also included visits to stores statewide to distribute flowers as company representatives informed shoppers of wireless etiquette rules.

“Etiquette is not new,” Whitmore said. “Etiquette has been around since the dawn of time, and as we change with the times, the rules of etiquette also change with us.”
— Amalia D. Parthenios