The MySpace of Mobile?

New startup Mozes is trying a new model to captivate advertisers and consumersoffering its platform for free. Will its gambit work?

Among marketers, mobile has been hailed as the next big thing for years now, but in the U.S., actual adoption has lagged behind the hype (see BusinessWeek.com, 4/23/07, "The Sell-Phone Revolution"). With the exception of a few big brands, most advertisers have taken a wait-and-see approach when it comes to mobile marketing campaigns. Now Mozes, a 14-person startup from Palo Alto, Calif., with $5 million in venture funding, is hoping to give both advertisers and consumers an incentive to experiment, by offering up its text-messaging platform for free.

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