Virgin Mobile: Time Is Wireless Minutes

The cell-phone operator's Sugar Mama program compensates subscribers with free call time for interacting with ads on their phones

Much has been made of the Web-like marketing dollars to be earned by shooting ads to cell phones. But there's been little agreement so far over how to get mobile subscribers to put up with what many see as a mobile version of spam on a device they already pay plenty to use. One proposed solution for persuading them to embrace this wireless intrusion appears to be gaining traction: pay them.

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