Drool

`I think wireless advertising will be very unpopular. Consumers will want something for free but won't want to be annoyed." - Jack Gold, META Group analyst

"Corporations will drool over advertising to wireless devices." - Alan Reiter, Wireless Internet & Mobile Computing analyst

Dec. 2, 2002 5:35 P.M. My VisorPhone has all but driven me to the mall across the street from my office. I hadn't planned on doing any shopping this evening, but through the magic of wireless push advertising and location technology, I've reconsidered. I got into my car, turned on the phone to make a call, and here's what greeted me:

Good evening, Darren! Titleist Tour Distance golf balls "2-for-1" sale! Unlimited purchase until 7:30 p.m. Mention wireless code #MS-120102. Dick's Sporting Goods. superscript *377 for directions.

I'm now savvy to this technology and think it's great. My phone bill is almost half what it was a few years ago, thanks mostly to the wireless advertising I've allowed on my device. And I appreciate how targeted the messaging can be.

5:45 P.M. Slim! Lift! Beautify Yourself! Join us, Darren, for the Victoria's Secret Body Shaper celebration.

Well, clearly, some advertisers are being more focused than others are.

6:40 P.M. Ten sleeves of golf balls, one Swing Magic split-handle grip, and one new titanium putter later, I'm back in the car, feeling a mite regretful of how easily distracted I am by this targeted messaging. I turn on the phone again to place the call I'd initiated over an hour ago.

Auction alert... Chiefs vs. Broncos, 12/15 ... 4tix, Sec 246 ... click to bid.

Section 246! That's right on the 50-yard line! I sit in the parking lot longer than I planned. (The Internet connection still isn't operating efficiently. Either because of an overloaded system or inadequate infrastructure, I'm knocked off the network three times.)

6:55 P.M. No time now to stop by the house, I'm headed down the Parkway to meet Gayle and John for dinner. The phone rings.

Caller ID: Unavailable

But caller ID often makes this false claim, and who am I to complain about the problem? It's a free ancillary service, thanks again to my acceptance of the pushed advertising.

"Hello?"

(Recorded voice) "Be the hero. Bring home roses from Village Gardens. One dozen long-stemmed roses on special for - "

I hit the END key. A few moments later, as I drive past Village Gardens, a mild paranoia washes over me. How did they know I was approaching their store? If I go into the store, am I a victim of some kind of mind control? I drive on.

7:05 P.M. In an act of wireless self-discipline, I've set my e-mail notification at 2-hour cycles. I have 23 new messages. I click on the mailbox icon - hoping to scan for anything critical - and this hits the screen:

Greetings, Darren Sextro! Tomorrow is Clara's birthday. Click now to save 25% on a gift basket from nutcrackersweets.com.

Oh, boy. I remember signing up for this service when I gave my personal profile to my provider. I did forget this birthday, so I click on the gift-basket company and place a credit-card order, hoping that my number doesn't find its way to Venezuela like it did a few months ago.

7:20 P.M. Just as my gift-basket order was inching to completion, this message interrupted the transaction:

Auction alert ... Chiefs vs. Broncos, 12/15 ... you've been OUT BID! Click to re-bid.

I need those tickets now. And I need the gift basket now. But I'm also late for my dinner now.

7:25 P.M. The phone rings. It's probably Gayle, wondering where I am. But just as I try to hit TALK, the screen goes blank.

Saved by the battery again.