Between the Mobile Advertising U.K. research project and interviews for MSG's own global mobile advertising reference work (more about that in future posts), I'm naturally eager to connect with the companies and the brands that set the bar. (If you have a story you would like me to consider for the projects I mentioned, or you just want to share your news with the growing MSG community of mobile operators, influencers, senior executives, and decision-makers, I encourage you to contact me directly or email my PA Andrea Henninge to set up a briefing (andrea@msearchgroove.com). A company that has caught my attention, with a potentially path-breaking approach to location-based advertising, is BipBip, the brainchild of Lasse Larsen, Chairman of the Board, WIS International. (Wireless Information Services). The company - headquartered in Riga, Latvia - has an impressive stockpile of patents around the service, and ambitious plans to launch BipBip worldwide (including the U.S., China, India and 21 cities across Europe) following a successful pilot in Denmark last month. (My personal thanks to Lasse for contacting me on Twitter (@peggyanne) and for giving MSG the exclusive.) What is BipBip? On paper the ad-funded service fulfills the criteria mobile advertising evangelists Andrew Grill and Jonathan MacDonald would no doubt agree are essential to delivering effective advertising services. I'm thinking here of the 3Ps: Permission (people will decide what brand messages they interact with); Privacy (people will decide where their data is collected and how it is used); and Preference (people will decide what content they find relevant). But the real differentiator is an even cleverer feature that turns greed-is-good bargain hunting into a mission to make the world a better place.