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And how do you actually get the permission to use all those phone numbers? How do you collect them?

What happens is that when you go to a store to shop for some clothes, for example, the salespeople ask you “would you like to receive an offer from via text message, because every Friday we have different discounts?”.  And here you can say “No, I’m not interested” or “Yeah, sure” and give your phone number. And then this is a clear contract between you as a consumer and the store that you will receive a text message every Friday. And because you have agreed to it, you wait for this message and learn about the discounts and eventually go to the store. So there needs to be some contract. Building this data base is not what we as mobile marketers do. It’s not even the mobile operators. It’s the brand itself that has to build its own data base. We can help them by advising them on having some incentives but the data base of H&M, for example, is the asset of the company and they have to decide what they want to do with it. If they want to spam their customers with spam every day, then that’s their choice.