Nokia tests WAP ads on IAA delegates

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LONDON--Nokia and U.K. mobile phone operator Orange are lending delegates to the International Advertising Congress, being held in London this week, a phone for a day. The phone will zap them ad messages from exhibitors, conference information and access to selected Web sites via its WAP Nokia active service.

"Europe is ahead in mobile phone technology, so we're providing an international audience with the chance to experience what you can do with a mobile Internet," says Christian From, Nokia's Helsinki-based industry marketing manager for Europe and Africa. Feedback from the 150 delegates who test the service each day of the conference will be collated by independent research company Suomen Trenditieto, Helsinki.

By the end of 2001, WAP technology will allow advertisers to send live videos to individual phones, predicts Mr. From. It's expected to hit Japan first and roll out to Europe in 2002 and 2003.

Copyright June 2000, Crain Communications Inc.

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