14.04.09

The Supreme Arbitration Court (SAC) has legalized the SMS advertising messages regularly produced by mobile providers. The question of the legality of such actions was first raised when the Federal Antimonopoly Service (UFAS) in the Chuvash Republic fined the provider MTS for distributing advertisement messages. The case was brought before the SAC, who supported MTS.

MTS is the most active of the “Big Three” operators in developing projects in the field of mobile advertising. Today, over 260,000 MTS subscribers are recipients of mobile advertising. Of this number, 80% subscribed to the service after receiving offers while 20% learned about the service through independent sources. The service is now available in four regions around Russia.

By MTS's estimates, the market of mobile advertising constituted about 0.1% of the total Russian advertising market in 2008. The Russian Association of Communication Agencies (RACA) estimates that the Russian advertising market was 267 billion rubles in 2008. MTS believes that income from mobile advertising will increase to 1-2% of the total market in 2009 and will reach 10-15% by 2012.

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Source: РБК daily