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Vodafone is running a campaign that serves ads specifically to people using their mobiles and tablets while at home, in an attempt to reach users in a "relaxed mindset".
Telecoms operators EE, O2 and Vodafone have invested "tens of millions of pounds" in new joint venture Weve in an attempt to better position themselves against the likes of Facebook and Google in the emerging new mobile space.
Britain's three largest telecoms brands have fired a warning shot to European regulators, with the chief executive of O2 telling them not to "f-up" the nascent mobile marketing sector.
As three networks join forces on mobile marketing proposition Weve, how will brands make use of available data, and will consumers be open to targeted messaging?
Nike and Morrisons will be the first brands to run mobile marketing campaigns simultaneously across the Vodafone, EE and O2 networks via the Weve joint venture.
VIDEO: Twitter's early attempts to lure advertisers with interest-based targeting capabilities is proving to be "very, very compelling", according to chief executive Dick Costolo, and the service is set to expand "significantly" over the coming year.
Vodafone has blasted Ofcom's "careless disregard" after the regulator granted Everything Everywhere permission to use the existing spectrum for a 4G network.
Mobile commerce is revolutionising consumers' shopping habits. Nicola Clark asks eBay's senior director for EU mobile what brands really need to do in order to stay ahead of the competition.
Consumer take-up of Near Field Communication (NFC) has been slow so far but brands should not underestimate its potential, writes Christopher Smith, managing director, Isobar Mobile.
Mobile is clearly demonstrating it can become the "seventh mass media" but the market is being mutated by disruptive players such as Facebook, according to Ben Wood, mobile analyst.
