The Mobile Channel has enlisted 1000 consumers for the trial. Research will focus on areas such as targeting, privacy, user interaction and measurability for clients.
The scheme, expected to launch later this year, is based on a permission marketing model where users are 'rewarded' for giving profiling information and receiving ads on their mobile phone.
Rewards have not been decided yet, but for trial purposes consumers will be paid pounds 5 for answering a profile questionnaire and five pence for each ad they receive on their phones, up to a maximum of pounds 50 per year.
Directors Andrew Cooper and former Cable & Wireless business development manager Chris Havemann founded the Mobile Channel.
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