Mobile network equipment maker Ericsson said Friday that it has won its first mobile advertising contract from Dutch mobile network operator KPN.

Under the contract Ericsson will provide KPN with the service to manage and deliver advertisements to cell phones and other devices.

Upon using this service, KPN will be able to deliver targeted advertisements based on consumer preferences to individual network users via mobile internet pages and various messaging services.

While commenting on the deal, Patrick Kuijsters, marketing director KPN Mobile, said, “Ericsson’ platform suits KPN’s need to add relevant advertisements to operator services to end users, in which opt-in plays a crucial role. KPN’s vision is to reduce waste of advertisers’ media spending and to deliver relevant offers to its consumers based on their desires.”