Vodafone UK is planning an opt-in mobile advertising service for its subscribers, along the lines of Orange Shots and O2 More. A Vodafone source told Mobile Marketing, however, that when the service launches, it will go beyond the SMS/MMS format employed by O2 and Orange, using the data, including billing information, it holds on its customers to target customer through multiple mobile channels.
The platform is still at concept stage, with no date set for launch. 
