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ExclusiveThe mobile phone industry commits to helping women in developing markets

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The GSMA – an inernational organisation that represents the mobile industry – launched the GSMA mWomen programme yesterday. It's designed to bring the socio-economic benefits of mobile technology to women in developing markets. The scheme is a partnership between the global mobile industry and the international development community that aims to bring the 'power of mobile' to more than 150 million women within three years.

ExclusiveOpt-in text messages are the UK's most-effective mobile ads

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The Mobile Marketing Association has published its latest Mobile Consumer Briefing, which is looking at consumer exposure and responses to mobile advertising in the UK, France and Germany.

On average, 45% of European consumers noticed mobile advertising and 29% of these people responded to it.

ExclusiveOpera opens its own mobile ad exchange

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Opera, best known for its mobile and desktop web browsers, has launched its own advertising service. The Open Mobile Ad Exchange enables businesses to place ads on the Opera Mini mobile browser, giving them access to an audience of 66.5 million feature phone and smartphone users. Site owners who sign up for the Open Mobile Ad Exchange simply embed JavaScript in their webpages. Today's news follows Opera's acquisition of California-based mobile advertising service AdMarvel earlier this year.

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