Light Reading
AT&T says a new and improved location-based messaging service is coming later this year.

AT&T Shuts Down Alerts Beta to Revamp

Sarah Reedy
3/24/2014
50%
50%

AT&T is shutting down its location-based Alerts service at the end of the month and says it will launch a new and improved service later this year.

AT&T Inc. (NYSE: T)'s Alert service, launched in December 2012, was the carrier's attempt at location-based text-message marketing that targets users based on where they are and what they are interested in. The carrier wrote in an email to participants, "the Alerts BETA was successful and we gained valuable learnings. Based on this information, we're planning to launch a new and improved offer service later this year." (See AT&T Launches 'Meaningful' Mobile Offer Alerts.)

A successful mobile text campaign must send messages frequently enough that you remember you signed up and it's not spam, but not so frequently that it feels like spam. And, most importantly, it must be targeted -- but not so targeted it's creepy -- as well as relevant, and valuable.

I've participated in past AT&T Alerts trials and got fed up pretty quickly when I only got offers to Sports Authority or baby stores when I wasn't that close and the offer wasn't that good (not to mention the fact that I don't have a baby or any athletic ability…). That's the kind of service a customer will quickly opt out of.

I'm sure these are the kind of things that AT&T learned from its Beta, so I'll be interested to see what it comes back with later this year. Its brand participation will also be important. In the first round, it says it signed up Gap, Staples, Zales, Last Call by Neiman Marcus, Duracell, Motorola, Discover, among others.

Round two of AT&T Alerts sounds like a great opportunity to put big-data analytics to work to really understand the customer they are targeting and craft relevant, compelling offers. But, of course, only if they opt in. (See MWC14: Analytics Holds the Key and Euronews: Make Big Data Less Scary, Says Kroes.)

Anyone a participant in the AT&T Alerts Beta? What are you hoping for in the new version?

— Sarah Reedy, Senior Editor, Light Reading

(20)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Page 1 / 2   >   >>
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/30/2014 | 12:25:56 PM
Re: Demand?
I'm just saying from the perspective that I know I want it, now I have it. If I want it but don't know it & it magically appears, I may be happy but feel awkward about how I was targeted.

Does that make sense?

Reading that back sounds a little confusing.
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
3/28/2014 | 10:18:18 AM
Re: Demand?
I don't see how opt in makes it more useful; more transparent maybe, but useful has to do with the content. An opt in or notification service can still be compleltely irrelevant to you.
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/27/2014 | 10:45:58 PM
Re: Demand?
I'd find it useful as long as they're opt-in ads or notifications.
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
3/25/2014 | 11:23:19 AM
Re: Demand?
I'm 29; bridal shower season has given way to baby shower season. I guess AT&T knew that before I even did.
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
3/25/2014 | 11:22:34 AM
Re: Demand?
Sure, it'd be much harder to have a text campaign so compelling it gets people out of their houses to make a purchase. Location is key to initiatives like this.
pcharles09
50%
50%
pcharles09,
User Rank: Light Beer
3/24/2014 | 9:27:45 PM
Re: Demand?
I agree. The texts would be helpful especially when you're on the move. 
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/24/2014 | 6:39:50 PM
Re: Demand?
As with all marketing messages, they need to provide value to the recpient or they'll be dismissed as spam. 

I'm just skipping the comment about baby showers entirely. 
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
3/24/2014 | 5:57:00 PM
Re: Demand?
I know; most clerks ask for your email first thing when you start to check out and get offended when you decline. Even giving them your zipcode unleashes all kinds of info.

I actually don't mind text deals though, at least when they're relevant to me. It's the age-old example, but if I got a coffee coupon outside a shop, I might just stop in. if it were for baby stuff probably not, unless they were SO good they knew I had a baby shower coming up...
Mitch Wagner
50%
50%
Mitch Wagner,
User Rank: Lightning
3/24/2014 | 5:46:03 PM
Demand?
It's easy to see that retailers would love this. They're desperate to collect consumer phone numbers and email addresses. I went to the mall over the weekend for the first time in forever, and the saleswoman I dealt with was holding on to my ankles as I left the store, begging me to give her my email address. 

But consumer demand for this kind of thing is uncertain. My sense is that consumers want to restrict text messaging to friends, family, and business associates. Not Sports Authority. 
SarahReedy
50%
50%
SarahReedy,
User Rank: Blogger
3/24/2014 | 5:40:30 PM
marketing pivots
Fierce Wireless, which picked up our story, notes that AT&T has revamped its marketing campaigns several times in the past. In October, it closed its ad network allowing third parties to target its customers with behavior-based ads, saying it would focus on tracking subscriber behavior over U-Verse instead. 

 
Page 1 / 2   >   >>
More Blogs from Light Reedy
After years of sitting on the sidelines, Microsoft has pledged to support WebRTC -- formerly thought of as a Skype competitor -- in Internet Explorer.
Despite the launch of its new Passport smartphone, BlackBerry needs to embrace a future that's in M2M, messaging and enterprise services.
Vodafone's Dr. Alan Law talks to Light Reading about virtualization, backhaul, SON and more after being appointed chairman of the Small Cell Forum.
Wireless operators are jumping on the mobile music bandwagon, a move that sounds good for many reasons.
The worlds of tennis, fashion and wearables collide as Ralph Lauren and OMsignal turn a polo into a sensor to track your every movement.
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Huawei Video Resource Center
Interview With Rick Talbot, Principal Analyst, Current Analysis

10|31|14   |   2:12   |   (0) comments


At the NFV Open Cloud Forum 2014, Rick Talbot shared his positive feedback about the holistic and open approach that Huawei adopts for SDN and NFV. He also found the open sharing at the event valuable as it features different perspectives from Huawei experts, telecom operators, industry analysts as well as security experts.
LRTV Huawei Video Resource Center
Interview With David Snow, Principal Analyst, Current Analysis

10|31|14   |   2:24   |   (0) comments


David Snow talked about his understanding of Huawei and its SoftCOM strategy at the NFV Open Cloud Forum 2014, saying that Huawei's wide approach combining IT and CT expertise, introducing big data and analytics into solutions and contributing to the OpenStack community particularly resonate with him and make the company stand out in the industry.
LRTV Huawei Video Resource Center
Interview With Roz Roseboro, Senior Analyst, Heavy Reading

10|31|14   |   3:13   |   (0) comments


Roz Roseboro commented on Huawei's data center capabilities and NFV solutions at the NFV Open Cloud Forum 2014, saying that in addition to covering all three key domains of compute, storage and networking, the company also emphasizes the importance of management capabilities and professional services, which are essential in making NFV a reality.
LRTV Huawei Video Resource Center
Interview With Michael Howard, Co-founder & Principal Analyst, Infonetics Research

10|31|14   |   5:25   |   (0) comments


Michael Howard talked about SDN, NFV, and OpenStack adoption at Huawei's NFV Open Cloud Forum 2014. Particularly, he pointed out that Virtual Enterprise CPE is the top NFV use case that operators plan to invest in over 2014 and 2015 to deliver new enterprise services through virtualized functions.
LRTV Huawei Video Resource Center
Interview With Jerry Caron, Senior Vice President, Current Analysis

10|31|14   |   3:11   |   (0) comments


At Huawei's NFV Open Cloud Forum 2014, Jerry Caron from Current Analysis said that orchestration and management are key to realizing SDN and NFV for global carriers, and the approach that Huawei is taking, with its FusionSphere Cloud OS at the core, is in the right direction to address the challenges.
LRTV Documentaries
Broadband Battles

10|31|14   |   01:39   |   (0) comments


This year's Broadband World Forum featured a number of show floor battles focused on access gear, components and coffee.
Jonestown
Mobile Backhaul: Going to the Dark Side?

10|30|14   |   2:26   |   (1) comment


Heavy Reading's Patrick Donegan shares his view on a dark trend that bubbled up at Light Reading's annual backhaul conference in NYC.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With CEO of SwitchCom

10|30|14   |   4:13   |   (0) comments


SwitchCom, an IT company based in Angola, recommends a variety of Huawei solutions and hardware to their customers in the energy industry.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Ethiopia's Ministry of Water Irrigation & Energy

10|30|14   |   4:08   |   (0) comments


Gosaye Mengistie of Ethiopia's Ministry of Water Irrigation & Energy discusses the collaboration with Huawei in that country.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Dongfang Electronics Corporation

10|30|14   |   5:46   |   (0) comments


Dongfang Electronics Corporation, headquartered in Chengdu, China, is one of China's largest manufacturers of power generators and contractors of power station projects.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview with Zimbabwe's Customers

10|30|14   |   3:31   |   (0) comments


Representatives of Zimbabwe's Ministry of Power and Development discuss the energy needs of their country as well as new areas of improvement due to enhanced ICT capabilities.
LRTV Huawei Video Resource Center
2014 Huawei Electric Power Industry Summit: Interview With Colbún Chile

10|30|14   |   4:29   |   (0) comments


In Chile, an aging energy infrastructure was in dire need of a modern update. Claudio Valenzuela of Colbún discusses how Huawei's ICT solutions continue to provide crucial information to improve the grid and how an in-country engineer is a cricial asset.
Upcoming Live Events
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
May 6, 2015, McCormick Convention Center, Chicago, IL
May 30, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Microsoft's Skype Embraces WebRTC on IE
Sarah Reedy, Senior Editor, 10/27/2014
FTC Slaps AT&T With Throttling Lawsuit
Sarah Reedy, Senior Editor, 10/28/2014
Wheeler Gets Down With OTT
Mari Silbey, Independent Technology Editor, 10/29/2014
China's MVNOs Hit the Wall
Robert Clark, 10/27/2014
Let's Not Kill SDN & NFV With Silos
Francois Locoh-Donou, Senior VP, Global Products Group, Ciena, 10/28/2014
Like Us on Facebook
Twitter Feed