Agency Spy

You post something about mobile and then a tipster sends you a great tip about a mobile start-up. Brilliant.

We hear… that upstart mobile platform, Xipto (yeah, we have no idea what kind name that is or how to pronounce it either) is close to securing two deals with mobile carriers. From their website: “Xipto helps you get paid for endorsing your favorite things, and passing on your point of view to others, using your mobile phone.”

Basically, what will happen is that you will select your favorite products from a list of advertisers. When someone calls you, they will hear the ad instead of a the normal ring tone. It’s almost like the personalized ringback services that everyone loves these days, except it will be some women’s voice talking about cheap flights or shampoo. Apparently, the phone owner’s then gets a discount on their phone bill or cents on the dollar. While we think it’s a genius, but horrid idea, it’s interesting to note for a few reasons:

1. This is personalized advertising at its best. It allows consumers to personally align themselves with your brand and very intimately.

2. It allows consumers a measure of control in their experiences with advertising. It’s turning the power over to the user. Especially, if Xipto will allow you to assign different ads to different phone numbers. The possibilities here are endless.

3. What about the potential backlash? If we had to call our cousin and hear an ad every time, would we stop calling her or demand she remove the service? Interesting indeed.

Got a tip? Send it to: agencyspy AT mediabistro DOT com