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Connectivity hits mobile directory storm - June 2009

Despite clearance from the ICO, a media storm greeted the launch of Connectivity’s 118-800 mobile directory enquiry service this month. There was outcry - much of it fuelled by seriously ill-informed privacy “experts” – when it was announced that the firm had managed to pull together a base of nearly 15 million mobile numbers.


Marketers may learn a lesson from this; in older age groups permission rates for mobile marketing are often well below those obtained for other channels. The “always with you, always on” nature of the mobile means that some consumers closely guard their details. Conversely, younger folk seem much happier to share their mobile information in return for a range of incentives or chances to enter competitions.

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