Make me an offer, say subscribers.
A survey by YouGov for Upstream found consumers want deals on plan upgrades (15 per cent), general discounts (13 per cent), proposals for a handset upgrade (8 per cent) and personalised notifications of new service launches (4 per cent).
Most want to be notified by text message (61 per cent), however they are also interested in alerts via pre-existing service messages such as top-up confirmations (9 per cent), missed call and voice mail alerts (8 per cent) and balance updates and roaming notifications (7 per cent).
In spite of this demand for offers, the data makes it clear that consumers will only accept a limited number of such messages, with 38 per cent saying no more than one per month and 31 per cent saying less than that.
14 per cent were prepared to receive offers up to twice a month.
Conversely, the study found antipathy to third part ads.
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Although nearly seven in ten (66 per cent) consumers said they would opt-in to receive third party advertising if offered discount incentives, as many as 88 per cent said that they did not think it was acceptable for mobile operators to feature third-party advertising.
The research is all quite self-serving for Upstream, which specialises in creating loyalty-building programmes for operators.
Alex Vratskides, CEO of Upstream, said: “It’s clear that by using the mobile medium itself, a great opportunity exists for operators to cross and upsell their own products and services at minimal expense.
"In Upstream’s experience, personalised messages, which are contextual and feature utility and transactional driven rewards can have a significant impact on an operator’s average revenue per user – particularly when these offers are included in messages the operator is already sending to the customer."
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