"improved mobile Internet services and content provided free or at reduced prices" - in other words, unquantifiable benefits... while the phone companies get easily quantifiable benefits - $$$.

If I watch ads, I should get stuff for free. What's the point otherwise, how do I benenfit from it?

Meh. This doesn't sound so bad since you have to opt in to see ads. I'd rather pay more and not see any advertising.

So if I watch the ads on teevee, my cable bill will go down? If Verizon doesn't have an opt-out option, I'm cancelling.

This will fail just like the free internet providers failed and free computers failed. If consumers really want a technology (ie cellular based internet) they are going to pay for it and not want to put up with advertisements.

I never understood the entire business model of "give away something for free in exchange for watching ads." The type of consumer who is most likely to engage this kind of offer are the ones who are really strapped for cash and unlikely to actually buy stuff that is advertised.

WindowSeat says:
So if I watch the ads on teevee, my cable bill will go down? If Verizon doesn't have an opt-out option, I'm cancelling.

Ditto!

insert puking smiley

This'll work for a little while, and then eventually it'll switch up on us: watching ads on your cell phone will get you the same rate you used to get without ads, and you'll pay a premium to not have to watch them. If that makes any sense.

I'll take the free mobile web with ads.

I'm with BareFeet. This is just more ad-creep. As soon as the phone companies decide that people have gotten complacent with the cell ads, their 'improved services at reduced prices' will go out the window.

Anyone remember when you could still go to the theatre without being bombarded with 20 minutes of commercials? (And that's before the previews, even.) Most people these days don't seem terribly offended though, so you can be sure the theatres are going to keep at it.