Can telcos succeed in advertising if they really try? Advertising-driven business models for content are more unpredictable than ever. DVRs, mobile phones and the Internet are imposing new rules on the content business, and that kind of chaos always breeds opportunity, but telcos hardly suggest the type of companies that can move nimbly in a chaotic world. Still, their success beyond the voice telephony world may depend on their ability to adopt new kinds of business models.
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