It would seem that operators are starting to get it. Partially.

I have been reading with increasing frequency that decent ad opportunities are being made available by the people that have traditionally viewed their role as the ‘owner’ of the consumer – the networks.

Until recently, this dated (and often incorrect opinion) has led to minimal contact from advertisers directly to consumers via the networks because of the unappealing communication opportunities offered as so called ‘products’.

This is all about to change.

Vodafone have just announced:

Zonal marketing trial – This will allow opted-in customers to receive promotional messages from brands relevant to their profile and their realtime location. As they enter a pre-defined area they will receive an MMS or SMS message from Vodafone containing the promotion.

Incoming voice/text alerts advertising trial – Full screen advertisements from a range of advertising partners will be shown to opted-in customers during the moments before they answer a call or view a message. Customers who choose to join the database, and who go on to view adverts will be rewarded with points that they can redeem against goods or services.

Branded applications and widgets trial – Assessing customer acceptance of and interaction with, as well as brand marketing effects of, branded mobile apps.

Location based advertising trial – Vodafone plans to trial customer acceptance of and engagement with branded Points of Interest, (locations of – for example – stores, restaurants and petrol stations) and branded locational search.

Trial of an enhanced mobile internet browser – Vodafone is looking at how to simplify and enhance the mobile internet browsing experience for opt-in customers as well as investigating opportunities for mobile publishers and advertisers.

Vodafone myCampaign – An online self-service platform for mobile advertisers. Currently in development in Germany and Czech Republic, with further markets planned, this tool will allow small businesses to set up and run cost-effective, and local mobile advertising campaigns. The service is designed to be simple, quick and easy to use – combining creative, reporting and online prepayment via credit card.

Sounds like they have been very busy indeed – Now they need to scale their media operation so they can represent themselves to brands and agencies as a knowledgeable media owner, capable of understanding and executing based on capaign objectives rather than a network operator with enourmous reach and the ability to frequently contact/SPAM users.

The strength of Vodafone’s media business lies in the data they will collect from each campaign – It will not only help to make communication more relevant for users but also to increase effectiveness of spend across the Voda portfolio but as well as any other mobile activity the brand/agency is involved with. Let’s for arugments sake call this research.

Therein lies the real value of what they are doing.