Consumers must keep control if m-commerce is to bloom.

RCR Wireless News, June, 2001 by MOONEY, ELIZABETH V.

NEW YORK-To create an atmosphere of consumer trust about wirelessly delivered advertising, cellular carriers should go beyond opt out or opt in permission to double opt-in authorization, said Michele Pelino, director of Internet market strategies for The Yankee Group. In this scenario, consumers who agree to allow certain types of ads to be delivered at specified times and intervals would get a follow-up query on their wireless device asking them to confirm their receptivity.

Wireless service providers also should make clear to their customers how they can opt out, even if they have previously authorized receipt of advertising over their devices. "People don't necessary know how to opt out if they want to, and they may have bad thoughts about the...

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