Mobile Marketing - Or more unwanted spam as you go?

Fast Company Now has a transcript of a panel discussion on Mobile Marketing from Ad:Tech 2003 (Advertising Technology Conference).

The first question that pops to my mind is, with companies like ipsh! and m-Qube cropping up, how soon would it be before SMS/MMS advertisements sent to our phones become as daunting as spam ? ipsh! already claims that they can send out large volumes of SMS/MMS messages without the carrier's knowledge.... now that sounds scary ! Wouldn't it be a matter of time before more companies like this crop up and start pushing out content based on your context or location - even without you needing to sign up for the service.

Maybe its a good idea to start work on a technology to sell to carriers to prevent these large volume SMS messages being sent out....... I can see a market for that emerging real soon.