I’ve just finished to put some old material together for a position paper titled “Tapping the Mobile Digital Tapestry: Can mobile 2.0 companies make money without being greedy for personal data? ” Of course, my answer is yes: “if companies were to give up control over user data, how they would make money? One promising way seems to be proximity marketing campaigns: distributing electronic ads among co-located mobile users. Companies like HyperTag and BlueMedia are currently working out how to best do so.”
However, to figure that out, those companies need to be supported by research, which necessarily needs real data. That is why it will be very important to collect data of who is collocated with whom and of what co-located people like. Only in that way will it be possible to preliminarily test the effectiveness of proximity marketing campaigns. Hopefully, that will open up a new research area: proximity & affinity networks!