I may be wrong, not having conducted a systematic study of mobile advertising in Sri Lanka, but the impression I have is that while there is plenty of it, it’s all about calling to maintain relationships if not about price/quality aspects. In the short term this works, because this is where people’s heads are. But unless there is more money in people’s pockets, it’s unlikely that the mobile operators will be able to continue to make money in the long run. Voice is getting commodified and profits are declining. People are not taking up more-than-voice services because they do not have money and see mobile as a consumption good.