In 2007 O2 conducted a trial using around 500,000 customers to test a mobile advertising system for devices. O2 plans to delve into the world of mobile advertising with a new service which will allow brands to take advantage of the opportunities presented by mobile advertising, and bring relevant, targeted and informative advertising to its customers.

The O2 service reminds us a bit of Google's AdSense / AdWords service for companies. Based on demographics and keywords, ads will be displayed at opportunistic times on the O2 Active mobile portal.

Full story: uberphones.com