MACTAN,  CEBU — As  more people  use third-generation (3G)       phones and as soon  as mobile phone operators  can provide rich media,       advertising via mobile phones is expected to kick in and provide a new       revenue stream for telecommunication companies.     

Mobile advertising has been touted as the next killer application in      the mobile  industry.  In  the  Philippines,  this  is  still  in  the       "elementary stage"  because  advertisements  are  currently  sent only       through the short  messaging and  multimedia messaging  services, said       Danilo J.  Mojica  II,  head of  Smart  Communications,  Inc. wireless       consumer division.

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