Virgin Doesn't Rule Out Using Phorm Technology
08.07.09, 16:19 Uhr |
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LONDON -(Dow Jones)- Virgin Media Wednesday said it hasn't ruled out adopting controversial new online advertising technology, but said it would communicate openly with its customers before any decision is taken.
The firm said it hadn't yet decided whether to introduce the Webwise Discover online advertising technology system developed by Alternative Investment Market-listed Phorm Inc (PHRM.LN).
Webwise works by tracking the habits of Internet users to provide targeted advertising. The system has been criticized by privacy rights groups.
"We recognize some consumers have significant concerns about the potential implications of interest-based advertising for their privacy. Virgin Media is committed to ensuring that any future deployment complies not only with the relevant legal requirements but - as an absolute minimum - the best practice guidelines contained in the Internet Advertising Bureau's recently published code of practice," spokesman Vani Bassi said in a statement.
Earlier Wednesday, TalkTalk Telecom Ltd. terminated its agreement with Phorm. The blow comes just days after telecoms giant BT (BT) said it had no immediate plans to roll out Phorm's Webwise Discover service.
Virgin said it continues to believe interest-based advertising has potentially important benefits for customers, Internet service providers and Web site owners.
It said it will communicate "openly and transparently" with its customers before and after any interest-based advertising technologies are implemented across its network, should the decision be taken to use the system.
Earlier Wednesday, Phorm said its relationship with TalkTalk, a wholly-owned subsidiary of Carphone Warehouse Group PLC (CPW.LN), hadn't extended to any form of trial, unlike BT and some international internet service providers.
BT Monday announced it had scrapped plans to launch Webwise in the immediate future, saying it would instead focus on investing in its super-fast broadband.
Phorm shares fell 13.4% Wednesday, down 32.5 pence to 210 pence, and have shed 56% of their value since Monday.
The firm said BT's announcement doesn't spell the end of a Webwise roll-out. It remains in talks with potential partners in 15 countries, has already secured a deal in South Korea and was in advanced talks with several other major internet service providers.
"We continue to focus considerable effort on faster moving overseas opportunities. In so doing we have already minimized our dependency on the deployment by any single ISP or in any particular market," Phorm said in a statement Monday.
Last month in its newsletter bulletin, Phorm said Webwise was "undoubtedly the most important development" for the firm.
Webwise works by tracking the habits of Internet users to provide targeted advertising. The system has been criticized by privacy rights groups.
"We recognize some consumers have significant concerns about the potential implications of interest-based advertising for their privacy. Virgin Media is committed to ensuring that any future deployment complies not only with the relevant legal requirements but - as an absolute minimum - the best practice guidelines contained in the Internet Advertising Bureau's recently published code of practice," spokesman Vani Bassi said in a statement.
Earlier Wednesday, TalkTalk Telecom Ltd. terminated its agreement with Phorm. The blow comes just days after telecoms giant BT (BT) said it had no immediate plans to roll out Phorm's Webwise Discover service.
Virgin said it continues to believe interest-based advertising has potentially important benefits for customers, Internet service providers and Web site owners.
It said it will communicate "openly and transparently" with its customers before and after any interest-based advertising technologies are implemented across its network, should the decision be taken to use the system.
Earlier Wednesday, Phorm said its relationship with TalkTalk, a wholly-owned subsidiary of Carphone Warehouse Group PLC (CPW.LN), hadn't extended to any form of trial, unlike BT and some international internet service providers.
BT Monday announced it had scrapped plans to launch Webwise in the immediate future, saying it would instead focus on investing in its super-fast broadband.
Phorm shares fell 13.4% Wednesday, down 32.5 pence to 210 pence, and have shed 56% of their value since Monday.
The firm said BT's announcement doesn't spell the end of a Webwise roll-out. It remains in talks with potential partners in 15 countries, has already secured a deal in South Korea and was in advanced talks with several other major internet service providers.
"We continue to focus considerable effort on faster moving overseas opportunities. In so doing we have already minimized our dependency on the deployment by any single ISP or in any particular market," Phorm said in a statement Monday.
Last month in its newsletter bulletin, Phorm said Webwise was "undoubtedly the most important development" for the firm.
Company Web site: www.phorm.com
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