Vodafone is teaming up with Yahoo to create a mobile advertising business.
In a statement, the UK-based cellular company said pooling its expertise with Yahoo would "create an innovative mobile advertising business that will enhance the customer experience on mobile phones while providing both companies with a new revenue stream".
CEO Nick Read says: "Since we announced our intention to develop revenue from mobile advertising as part of our mobile plus strategy unveiled in May, we have carried out extensive customer trials.
"We will now use the experience to determine with Yahoo how best to ensure customers, who choose to receive targeted messages, get better value, as well as a richer mobile experience. This will also ensure advertisers are given a compelling proposition."
As a result of the deal, Yahoo will become Vodafone's exclusive display advertising partner in the UK. The companies indicated they would roll-out the initiative in the UK during the first half of next year.
Vodafone said customers who agree to accept "carefully targeted display advertisements" can expect to enjoy savings on certain Vodafone services.
"This proposition could extend to key Vodafone mobile assets, including the Vodafone live! portal, games, television and picture messaging services."
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