Google’s view of the future is that the cost of voice calls and data connections to the Internet may soon be partly subsidized by advertisements brought to users by Google’s powerful online advertising machine.

Apparently Google intends to bid on getting a piece of the nation’s airways so that they can make this dream a reality.  And if anybody can do it, this media giant certainly can.

But let’s think about that and how it might play out for our industry.  I wonder if at some future time we might have “The Smith Firm Cellphone Plan” available to our community where we subsidize the cost of a cellphone and in return we include our advertising on the phone.

I recently subscribed to the New York Times online, my favorite newspaper,  I get the early edition delivered to my desktop each morning and as I scan the articles I am met with various advertising messages.  Most of the time I click on “skip this ad” but I do see the opening screen and get a feel for who advertises.  But you know what, I feel very favorable about this advertising because I am getting a very nice service in return.  I get valuable information that would normally cost me a buck a day.  And, more importantly I get convenience.  So, I am fine with having to regularly view various advertisements.  I just wonder if we, in the PI industry, might find a way to leverage the expected value of mobile marketing in a similar way?