MIVA will provide its advertisers with the possibility of inserting ads into SMS messages. These text messages are sent by partner The Number (the UK operator osf the famous 118 118 directory service) to its clients, in response to enquiries. The service is called TXT//AD.
A trial among 500 users showed that the majority was interested in the possibilities this delivers to end users.
I'm not sure how large this market is, but it is interesting to see how the web version (organic search results augmented with sponsored results) is extended into an entirely different environment. Also, conversion and ROI will be high and there is no chance for click fraud.