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McGrath cited re:  Paying your cell phone by watching ads

New York business consultant and author Rita Gunther McGrath added: “The big disadvantage of (Orange’s) approach is that the people you will tend to attract are those with more time than money.

“The people advertisers tend to want to reach are the ones with more money than time. So you actually create a self-selected group of particularly undesirable users for many offerings if you offer this to the general public,” Gunther McGrath continued.

Targeted ads might be more effective, Gunther McGrath said, but “the big dilemma is that for many extremely desirable customers, sitting through ads, no matter how targeted, is considered a waste of time.”

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