A new system which delivers interactive advertisements to mobile phone users – including the Android platform and Google G1 smart phone – has been popping up at shows including Mobile Asia in Macau and the GSMA event in Barcelona. MyScreen Mobile establishes direct dialogue between advertisers and consumers using permission and incentive-based marketing models. Subscribers are compensated for receiving targeted rich, full screen contextual advertisements which appear at end-of-call, when subscribers are believed to be most receptive to view communications. Android sales are expected to account for between four and seven per cent of the global handset market this year. The MyScreen system also works with Blackberry, Symbian, Windows Mobile and Palm OS platforms.