Let's look forward 10 years.
We've all got augmented reality browsers on our handsets, or perhaps our 4G-connected sunglasses. They can overlay all sorts of data and images onto our field of view.
There's a plethora of micropayment systems available, accessible via APIs to any developer with the right tools.
There are open and closed appstores. Any app you can imagine is available for unlocked devices.
Operators are starting to monetise contextual advertising - there are digital posters, sponsorship of content, location-based coupons.
And then there's the sudden backlash.
"You can't use my eyes for free"
"My visual cortex isn't a dumb pipe"
"I spend lots of money on contact lenses & eyetests"
"Let's prioritise certain aspects of our visual input"
"We should charge advertisers for access to our retinas"
Until, finally, the inevitable:
"We've created a deep-photon inspection (DPI) application for your smart AR glasses, which uses new visual-processing chips to recognise low-value-per-wavepacket images. It blocks or degrades incoming advertising traffic, unless the advertisers pay you a fee for guaranteed quality-of-sight (QoS) and delivery"
So there's the challenge for all of you marketeers talking about the future of personalised, contextual advertising, based on data-mining our phones and location and Internet usage. If you reckon you're so good.... well, let's see you pay us a deposit before you beam your messages to us. If it's relevant, informative or entertaining, we'll give you a refund and might even buy your product.