Revol trials ad-supported wireless service

Regional, flat-rate carrier Revol has started testing an advertising-supported wireless service that allows users to get a discount on their monthly bills if they agree to receive content, advertising and promotional offers on their phones.
Privately held Revol will initially trial the service for 60 days for subscribers in the Ohio cities of Akron, Canton, Cleveland, Toledo and Youngstown, as well as Indianapolis.
“In the short-term, our subscribers will realize a one-time savings,” said Rocky Crossland, CEO and president of Revol. “Long-term, consumers will receive relevant information, and discounts on products that they deem to have significant value.”
Revol has been developing the content and ad delivery system with Arlington, Va.-based mobile advertising company Mobile Posse for the past year.
“The key to our solution is that it delivers content in a seamless and unobtrusive manner that will be accepted and welcomed by consumers,” said Jon Jackson, Mobile Posse’s CEO. “By giving consumers the opportunity to opt-in and specify the types of content and offers they would like to receive, we are bringing to market the mobile advertising solution of choice.”
Revol customers who want to participate must install a free phone software update at participating Revol stores. The company did not specify how much customers would save on their bills using the service.
Revol, the retail brand of operator Cleveland Unlimited Inc., provides wireless service across most major Ohio cities, plus one market each in Michigan, Pennsylvania, Indiana, New York and Kentucky. The carrier offers calling plans starting at $37 per month.
Revol is not the first carrier to dip into the ad-supported waters; already, Virgin Mobile USA L.L.C. operates a similar program that gives airtime to customers who agree to watch ads. Other ad-supported services that have hit the wireless playground include mobile games and information services.