Now this is the better way to go, I think. OK, it is for me, the consumer anyway. Seeing more ad-supported mobile services is just more to my liking. I hate paying ‘just that one more fee’ and this looks like it could perhaps provide us with some relief if the FT has success with it. The reason I say this is if FT has success with it, others will follow.

The Financial Times is to embark on a new advertiser-funded model for its mobile content services.
The company has also begun pilots of its first ever video content, designed as a cornerstone of its 3G content play.
The FT offers a wide range of content both directly to consumers and via operator portals. The paper is now planning to launch ad-funded content as it moves to integrate mobile within its offer to advertisers and agencies.
It already runs mobile Java services through deals with Sony Ericsson, Motorola and Nokia, marketed via their portals in addition to FT.com.
“The next big plan is to offer this as a free application to end users with an advertising model, being sponsored by a brand such as Amex,” said FT head of mobile services Steven Trew.
The FT recently ran a free trial on the Sony Ericsson Fun and Downloads portal, which saw over 20,000 downloads. “That shows a huge market for free Java news services,” said Trew.