Timberland has been sued and is offering $7 million dollars as a settlement. The eyebrow raising catch is the reason for the lawsuit. Timberland has been sued for spamming cell phone users. Now mobile men everywhere can beat their chests with pride after Timberland has admitted defeat by offering this hefty settlement. However, before customers start jumping up and down with happiness at what is perceived as a victory for the little guy, this lawsuit could have dire implications on the cell phone business that may harm the consumer in the near future. Cell phone manufacturers and carriers are banking that mobile advertisement will become their biggest cash cow and their entire business model is geared towards the advertising model. If carriers and other companies fear a lawsuit from disgruntled mobile users who cry “spam”, then the revenue will be found elsewhere. That ‘elsewhere’ is the consumer wallet that will take a beating if carriers can’t reap the rewards of mobile revenue. Perhaps it would have been better to leave Timberland alone, because now we may be all paying a lot more in the very near future.
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