In the build-up to Android’s announcement, many analysts and commentators alike have put forward the idea of cellphone contract where watching adverts subsidises or, in some predictions, completely funds the monthly line-rental of the handset itself.  Existing business models (albeit on a far smaller scale), including the UK’s “Blyk” and Virgin’s “Suga Mama” scheme, have have moderate success but nothing on the same scale as some predicted for the gPhone.  Well, today we have Android and the promise of an open-source OS and software suite, but if you were hoping to cancel your direct debit to whichever carrier currently owns your soul, think again: Android project leader Andy Rubin has gone on record calling the idea of an advertising line-rental model “crazy”.

In an interview with USA Today, Rubin was asked whether he saw a future for targeted advertising as a way for cellphone users to fund their mobile habits. 

“That’s crazy. The economics don’t work. I don’t want a phone spewing ads all over the place. That reminds me of The Blade Runner. You won’t walk by a Starbucks and feel your phone vibrate urging you to stop in” Andy Rubin

In fact, the ad revenue has been earmarked predominantly for Google’s own coffers, with the savings made in the form of reduced OS licencing fees that could either be absorbed by the handset manufacturer or passed on to the consumer in the form of cheaper handsets.

It’ll disappoint many initially, but the consistent message from consumers has been that they don’t actually want a barrage of advertising.  What will be closely watched - not least the traditional carriers - is the balance Google makes between services and advertisements.