118 118 rolls out SMS ‘piggyback’ service

Published by Ewan on Wednesday 8th March 2006, 23:59 | Filed under: SMS

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Link: 118 118 rolls out SMS ‘piggyback’ service - DMBulletin - Direct Marketing news by Email - Brand Republic.

Directory enquiries service 118 118 is to roll out its SMS ‘piggyback’ ads service, despite B&Q’s threat of legal action.

I’m not that sure that 118 118 are doing anything wrong. If I phone up Directory Enquiries, ask for B&Q’s number and the operator says "oh, and would you like the details for Homebase too?" I’ll probably say yes.

What are B&Q going to do next? Sue the Yellow Pages for putting their ads in the vicinity of competitors?

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