According to local reports, Spain’s largest mobile operator Movistar has begun to deliver advertising to its clients’ cellphones. Initially available via its web portal Movistar Emocion, which currently has some 4 million users, they should with two years be offered directly to all its 21 million subscribers. Movitar, which is owned by the incumbent telco Telefónica, is the first mobile operator to offer such a service in Spain and has signed agreements with several companies including Warner Music. It is also expected to apply for a DVB-H licence later this year. Industry sources predict the mobile ad market in Spain could be worth up to €125 million by 2009.