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. 
FakeMitchWagner
50%
50%
FakeMitchWagner,
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...
FakeMitchWagner
50%
50%
FakeMitchWagner,
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
New rewards program offers points for online interactions, but requires customers to sign up for Precision Market Insights, Verizon's program to sell customer data to advertisers.
The carrier-led mobile money JV plans to rebrand to distance itself from the violent militia by the same name.
Tax season brought a huge wave of banking phishing scams to Chicago, Cloudmark says, urging operators to do more to protect against it – and talk more about it.
Is T-Mobile the master of smile moments? Two industry figures' tips on customer-centricity sound a lot like the Magenta carrier's recent 'uncarrier' moves.
Companies are starting to offer WebRTC-enabled services, and the network operators are – and should be – taking note.
Flash Poll
LRTV Custom TV
Distributed NFV-Based Business Services by RAD

7|18|14   |   5:38   |   (0) comments


With the ETSI-approved Distributed NFV PoC running in the background, RAD's CEO, Dror Bin, talks about why D-NFV makes compelling sense for service providers, and about the dollars and cents RAD is putting behind D-NFV.
LRTV Custom TV
MRV – Accelerating Packet Optical Convergence

7|15|14   |   6:06   |   (0) comments


Giving you network insight to make your network smarter.
LRTV Custom TV
NFV-Enabled Ethernet for Generating New Revenues

7|15|14   |   5:49   |   (0) comments


Cyan's Planet Orchestrate allows service providers and their end-customers to activate software-based capabilities such as firewalls and encryption on top of existing Ethernet services in just minutes.
LRTV Custom TV
Symkloud NVF-Ready Video Transcoding, Big Data

7|9|14   |   3:41   |   (0) comments


Kontron and ISV partner Vantrix demonstrate high-performance video transcoding and data analytic solutions on same 2U standard platform that is ready for SDN and NFV deployments made by mobile, cable and cloud operators.
LRTV Huawei Video Resource Center
The Evolving Role of Hybrid Video for Competitive Success

7|4|14   |   4:09   |   (0) comments


At Huawei's Global Analysts Summit in Shenzhen, China, Steven C. Hawley from TV Strategies speaks to us about the evolving role of hybrid video for competitive success.
LRTV Huawei Video Resource Center
How CSPs Leverage Big Data in the Digital Economy

7|4|14   |   4:48   |   (2) comments


Justin van der Lande from Analysys Mason shares with us his views on how telecom operators can leverage customer asset monetization with big data. His discusses the current status of big data applications and the challenges and opportunities for telecom operators in the digital economy era.
LRTV Huawei Video Resource Center
Accelerator for Digital Business – Future Oriented BSS

7|4|14   |   3:08   |   (0) comments


Mobile and internet are becoming intertwined; IT and CT are integrating; and leading CSPs have begun to transform to information service and entertainment providers. How should the BSS system evolve to enable this transformation? Karl Whitelock, an analyst at Frost & Sullivan, shares his views.
LRTV Huawei Video Resource Center
Orange Tunisia Discusses Multi-Band Antenna With EasyRET Solution

7|4|14   |   2:45   |   (0) comments


As new site acquisition becomes more difficult, Orange Tunisia has requested multi-band antenna to support UMTS and LTE innovation. Some things considered include reducing the cost of antenna maintenance and having high reliability antenna and EasyRET solution.
LRTV Huawei Video Resource Center
How Telefonica Spain Considers Antenna Selection for LTE Network Deployment

7|4|14   |   2:19   |   (0) comments


Tony Conlan, Global CTO of RAN, Telefonica, shares his opinion on antennas in LTE network deployment: Tower space is the premier requirement on antennas; reliability is important to reduce OPEX; and EasyRET solution will be helpful for antenna maintenance.
LRTV Huawei Video Resource Center
dtac Thailand: Multi-band Antenna & Capacity Solution for a Better MBB Experience

7|3|14   |   3:45   |   (0) comments


With the development of LTE, tower space and load are limited for new antenna, but users' capacity requirements are growing fast. To provide a better MBB experience, Panya Vechbanyongratana from dtac Thailand shared his experiences and antenna requirements.
LRTV Documentaries
BTE Panel: Network of the Future

7|2|14   |   1:00:57   |   (0) comments


Full-length video of the ATIS Panel Discussion: 'How Far Away Is the Network of the Future & What Does It Look Like?' from the Big Telecom Event (BTE) in Chicago.
LRTV Custom TV
Redknee Supports BH Telecom With Redknee Unified

7|2|14   |   6.14   |   (0) comments


Lucas Skoczkowski, CEO of Redknee, and Amir Orucevic, Director BH Mobile, discuss how the benefits of the Redknee Unified suite of products provide BH Telecom with innovation and leadership in the market, with the flexibility to launch services faster to the market, provide new and compelling promotions and pricing models, and combine services in order to drive ...
Upcoming Live Events!!
September 16, 2014, Santa Clara, CA
September 16, 2014, Santa Clara, CA
October 29, 2014, New York City
November 11, 2014, Atlanta, GA
December 9-10, 2014, Reykjavik, Iceland
Infographics
Allot's latest MobileTrends Charging Report shows that value-based pricing plans are up from 35% in 2011 to 85% in 2014.
Today's Cartoon
Vacation Special Caption Competition Click Here
Hot Topics
Microsoft to Axe 12,500 Ex-Nokia Employees
Sarah Reedy, Senior Editor, 7/17/2014
GM: 10 Car Models on Road With AT&T's LTE
Dan Jones, Mobile Editor, 7/18/2014
Have IBM & Apple Partnered Their Way to Cloud Leadership?
Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/18/2014
The Municipal Menace?
Jason Meyers, Senior Editor, Utility Communications/IoT, 7/22/2014
FiOS: Slower Sub Growth, Faster Upload Speeds
Alan Breznick, Cable/Video Practice Leader, 7/22/2014
Like Us on Facebook
Twitter Feed