Wireless carrier Orascom Telecom Holding has invested $10 million in MyScreen Mobile Inc., a startup which will compensate subscribers for accepting advertisements on their mobile phones.

Per this deal, Orascom will give MyScreen access to nearly 90 million mobile subscribers worldwide. Orascom now becomes a minority investor in MyScreen.

"The intent of this is to assist us in the deployment of our technology," said Brian Field, vice president of subscriber integration at MyScreen, Toronto, Canada.

MyScreen is based on a permission and incentive-based marketing model.

Essentially, mobile subscribers control what, when and how they receive ads with carrier networks that use MyScreen.

Per the system, rewards are collected in a subscriber e-wallet account. They can be redeemed for ringtones, music downloads, extra airtime and games.

The targeted MyScreen ads will include images, video or SMS texts at the end of a mobile phone call.

"We build a partnership where the subscriber gets to become a media [company]," Mr. Field said. "Every time someone sees an ad we pay them."

Not only does the subscriber get compensated for the ad, but so do the carrier and the media buying agency.

Orascom has more than 70 million mobile subscribers in the Middle East, Africa and South Asia. Its Wind Italy and Wind Greece affiliates have nearly 18 million subscribers.

Based in Cairo, Egypt, Orascom's networks all operate on GSM technology.

MyScreen is ready to deploy its service by the end of the third quarter. It is already seeking out advertisers.

Users who wish to participate can pre-register at http://www.myscreen.com, but they have to be a subscriber to a MyScreen carrier client to benefit from the rewards for ads scheme.

"We're finalizing our deployment strategy within a number of markets," Mr. Field said.

"We're continuing to talk with a number of operators -- Tier 1 operators, MVNOs [mobile virtual network operators] and startups," he said. "We're also talking to advertisers."