The paper describes the work that has been carried out to understand how adolescents in post-communistic countries perceive sexual and erotic symbols in advertisement. There are reasons why these symbols would not be generally accepted. Research showed there are some problematic areas and schemes that should be used carefully in advertisements targeted to young people.
The paper is an example of researching and handling content services in Eurotel Prague. The strong role of substitutes, primarily the Internet, and limited capability of current hardware represent the main limitations for mobile content services usage. On the other hand, the availability and reliability of mobile content is evaluated very positively. Valuable segments are strongly interested in relevant content.