Asia's first mobile phone service to be funded largely by advertising was launched in the Philippines on Monday, company officials said. Called the U-mobile service it will offer services to invitation-only subscribers virtually free of charge depending on how many advertisements they read on their phones.
Targetting "the youth and yuppies" aged between 15 to 34, the service expects to have between 60,000 and 100,000 subscribers by year's end, said marketing head Ardie Balderrama of Connectivity Unlimited Resource Enterprise.