Cellular users swamped by unsolicited promotional calls or messages may soon get paid to view ads on their phones, as advertisers seek out this growing media to pitch their campaigns.

Although the concept of mobile advertising is new in India, it is poised to become a hot media in the years to come, with corporates and ad-makers realising the enormous potential it offers.

One immediate factor that made mobile advertising one of the most happening spaces is the deep penetration of mobile subscription -- with the numbers rising to near 200 million now from just 85 million in 2005.

Though the different players in its value chain such as carriers, content providers, advertisers and subscribers are yet to fully cash in on the potential of this new media, a couple of companies are already into this space.

The services offered by them are on stand-alone basis as of now. Chennai-based mobile software solutions provider, Mobile-Worx, has recently launched an operating platform -- ZestADS -- to facilitate advertising with permission from mobile users who are targeted through unsolicited messages.

Bangalore-based mGinger.com is another permission-based marketing firm. Permission-based marketing or advertising through mobile is an attractive concept as it is a win-win situation for both advertisers and subscribers.

Here advertisers as well as subscribers stand to gain as subscribers will receive only those ads which they prefer. Besides, the subscribers get paid to read SMSes. While users may not be paid in cash, they could get to send free text messages in return for viewing ads.