The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. A new report from KPMG suggests that wireless carriers should consider using an advertising-supported approach to offering content and other mobile data services to their subscribers. This, the firm says, is because consumers don’t want to pay more for such things as entertainment content, applications and services.  The concept, which KPMG dubs "wallet-sharing," has merit. It stands to reason that if consumers don’t want to pay more for watching video clips, playing games, surfing the Internet or getting their business headlines, then the carriers have to figure out another way to make money from these things.  Why wouldn’t a wireless operator make its subscriber base available to advertisers as a way to generate greater revenue? Microsoft could purchase the right to sponsor business headlines, for example on a particular carrier. With this scenario, there would be no need for a customer opt-in, allowing for the greatest exposure of the Microsoft brand as possible.  While this sounds like a pretty good idea the only problem, at least here in Canada, is that Canadian wireless operators are still experiencing growth in the adoption of mobile data services – 10% in the case of Rogers Wireless and 6% for Telus Mobility – and neither shows any signs of slowing down. (Bell Mobility doesn’t report data services revenue.) But there is a point where wireless subscribers will no longer pay more for wireless services. What that limit is depends on the particular user. But rest assured there is a maximum price point.  The key for Canadian WSPs will be to slowly introduce these types of programs in preparation for the day when subscribers will no longer pay a premium for additional services.