In this scenario, advertisers have an opportunity to target specific market segments with targeted advertisements. These advertisers will get to tap into already-created networks for sending out their information. For example, an advertiser could sign-up with the local WishVast office to send advertisements out about his/her fertilizer to farmers. He/she could then choose to send these advertisements to the already created and functioning networks such as the sugar-cane farmer network explained in the "Logistics Coordination" scenario. The advertiser would know exactly what type of people would be receiving his/her advertisements, instead of using means that cannot target specific demographics or cannot target people in dispersed locations (such as billboards or radio). The recipients (in this example, the sugar-cane farmers) can choose whether or not they would want to receive these ads. If they do not want to receive them, they simply indicate that when signing up at the WishVast office. If they do want to receive them, they will be rewarded with a free SMS message in the bank because they chose to opt-in to the advertising option. 

For the advertiser, the price is cheap for targeted advertising: one SMS credit for each customer the ad is sent to and a small flat-fee charged by WishVast Inc. For the customer, it’s worth receiving these advertisements if they opt-in because they will be relevant to their network, and they also will receive the SMS credit. The advertiser can expand their business by adding relevant networks to their customer base for a small fee. This will allow them to continue to gain more and more customers. The customer can receive valuable advertisements and potentially save money while also building up SMS credits just for receiving the messages. This will allow the customer to send more texts if they so choose while also having the opportunity to take advantage of the offer in the advertisement.

Upon receipt of the advertisement, the customer can also choose whether or not to send a WishVast point to the advertiser. The advertiser can build up ratings as someone who has a good product or service based on these ratings. This also means that would-be customers would have an opportunity to pay WishVast Inc. to check the WishVast rating of an advertiser to see if he/she has come through on deals in the past. Upon completion of a transaction, the advertiser and customer could both exchange WishVast points after a positive experience. 

Some users could form groups just to attract advertisers. If people thought they could be a target market for advertisers, be they teenagers, Christians, dog owners, tall men, hat aficionados or any other group with a common characteristic, they could form groups, receive ads, and earn free text messages. Of course if they failed to take advantage of the offers proffered in the ads, they would probably stop receiving many, but that's a risk they would be willing to take. 

In the end, this means a big pay-off for both the customer and the advertiser: the customer receives an SMS credit, offers for quality products or services ostensibly of interest to them, and a WishVast point; the advertiser receives new business for a low price, an expanded targeted network of customers, and a WishVast point.

One additional benefit of this idea is that people can receive ads without divulging their own cell phone numbers. The WishVast system manages the distribution of the ads, so that people can feel more secure about who has access to their cell-phone numbers, which many people in developing countries use as a form of identity. 

Currently, targeted advertising on Facebook, Gmail, MySpace, etc. is well known and is such an integral part of their interfaces, that the users take their existence for granted. A variety of sophisticated systems are used to track usage and provide advertisements that align with the content/information the users generate on these portals. Targeted mobile advertising is less common, but catching up. Simeonov (2009) suggests that the advertising and marketing industry come up with a new model for mobile advertising. Currently, there is concern about consumers’ privacy, since this advertising system is dependent upon the advertiser’s knowledge of consumer behavior. This concern is closely related to the idea of trust. Opening up one’s private and personal behavior for the advertisers necessitates that advertisers use it conscientiously. Facebook enables users to give feedback regarding the appropriateness of the ads shown to them. In WishVast, users will send WishVast ratings to identify the advertisers who send them appropriate messages.

The diagram below illustrates this scenario:

Reference:

Simeon Simeonov (2009) http://www.adotas.com/2009/02/needed-a-mobile-advertising-marketing-model/