Light Reading

AT&T Shuts Down Alerts Beta to Revamp

Sarah Thomas
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        ADD A COMMENT
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 Que Sera Sarah
One third of nearly 500 voters in Light Reading's recent poll on 5G suggest that upgrading backhaul to support the influx of data traffic coming to 5G will be the toughest challenge.
Light Reading outlines 13 groups that are working to influence the development of 5G, including its standards, spectrum and use cases.
5G won't be a wholesale network changeover, which is a good thing, because 4G does a pretty good job already.
In a new Prime Reading feature on Light Reading, Heavy Reading analyst Gabriel Brown dishes on all things 5G.
It's 5G month at Light Reading, which means we're exploring everything from what 5G entails, what it means for the industry, its challenges, opportunities and progress across the globe.
Flash Poll
From The Founder
Ericsson's Hyperscale Datacenter System (HDS) 8000, featuring Intel's Rack Scale Architecture, caused a stir when it was announced at MWC 2015. For more on this revolutionary product, join me on Thursday, April 30 at 12:00 p.m. EST for a Super Webinar event, A New Hardware Paradigm for the Telco Data Center.
LRTV Documentaries
Cox Eyes Cloud-Based Home Networks

4|27|15   |   05:30   |   (0) comments


Cox's Jeff Finkelstein explains how moving services to the cloud will let cable deliver services faster and eliminate constant hardware replacements.
LRTV Documentaries
CableLabs' Clarke Updates Cable Virtualization

4|23|15   |   05:41   |   (1) comment


Former BT exec now leading CableLabs' NFV and SDN efforts explains key role of open source and updates efforts to virtualize the home network.
LRTV Interviews
Ericsson's CTO Talks Transformation: Pt. II

4|23|15   |   08:19   |   (1) comment


In the second installment of an in-depth two-part interview, Ericsson's CTO Ulf Ewaldsson talks to Light Reading CEO and founder Steve Saunders about cultural change, network slicing and technology advances.
LRTV Interviews
Ericsson's CTO Talks Transformation: Pt. I

4|23|15   |   09:27   |   (3) comments


In the first installment of an in-depth two-part interview, Ericsson's CTO Ulf Ewaldsson talks to Light Reading CEO and founder Steve Saunders about the incredible transformation underway in the communications networking industry.
LRTV Documentaries
LTE Paves the Way for the 5G Revolution

4|20|15   |   4:20   |   (0) comments


Håkan Andersson, head of 5G product strategy of the Radio Business Unit at Ericsson, discusses the role of LTE, the US and other industry verticals in building a true 5G ecosystem.
LRTV Documentaries
The 3GPP's Road to 5G Standardization

4|17|15   |   4:43   |   (0) comments


Satoshi Nagata, chairman of the 3GPP's TSG-RAN group and a manager at NTT Docomo, explains the standardization process for 5G, as well as the biggest challenges and opportunities.
LRTV Documentaries
AlcaLu CTO Makes the Case for a New 5G Air Interface

4|16|15   |   3:54   |   (0) comments


Michael Peeters, CTO of wireless at Alcatel-Lucent, explains why 5G will require a new air interface to meet its diverse performance targets.
LRTV Documentaries
AlcaLu + Nokia: The New Uber-Vendor

4|15|15   |   2:42   |   (4) comments


Heavy Reading Senior Analyst Gabriel Brown discusses the technological and competitive opportunities and challenges if a merger between Alcatel-Lucent and Nokia comes to pass.
LRTV Huawei Video Resource Center
Huawei's Data Center Power Play

4|15|15   |   6:22   |   (0) comments


Huawei has developed industry-leading energy efficiency capabilities for its indoor and outdoor data center solutions, explains Dr. Fang Liangzhou, vice president of Huawei's Network Energy product Line.
LRTV Huawei Video Resource Center
Huawei’s Routers, Switches Get the Green Mark

4|15|15   |   2:02   |   (0) comments


TUV Rheinland's Frank Dudley explains how Huawei's routers and switches have been successfully tested by energy efficiency experts and have gained Green Mark Certification.
LRTV Documentaries
A Finn, a Frenchman & a Guy From New Jersey Walk Into a Merger...

4|15|15   |   3:17   |   (0) comments


Stop us if you've heard this one before... Light Reading CEO Founder & CEO Steve Saunders weighs in on the technical and cultural implications of a Nokia and Alcatel-Lucent merger.
LRTV Huawei Video Resource Center
Accounting for Better Solutions

4|10|15   |   02:31   |   (1) comment


Murad Yousuf, CTO at Saudi Arabia's Ministry of Finance (Dept. of Zakat & Income Tax), talks about the benefits of deploying router technology from Huawei.
Upcoming Live Events
May 6, 2015, Georgia World Congress, Atlanta, GA
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 10, 2015, Chicago, IL
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 6, 2015, Westin Peachtree Plaza, Atlanta, GA
November 11-12, 2015, The Westin Peachtree Plaza, Atlanta, GA
All Upcoming Live Events
Infographics
In its latest survey covering network operators' plans and strategies for ICT transformation, Heavy Reading asked telecom operators worldwide to identify the most important goals and objectives for their ICT transformation initiatives. Heavy Reading also asked operators about the importance of a "digital first" strategy, which enables customers to complete an interaction across different digital channels, such as web and mobile self-service and social media.
Hot Topics
Comcast Formally Ends Its Bid for TWC
Mari Silbey, Independent Technology Editor, 4/24/2015
Comcast Reportedly Dropping $45B TWC Bid
Sarah Thomas, Editorial Operations Director, 4/23/2015
Adtran Is Developing White Box GPON Tech
Ray Le Maistre, Editor-in-chief, 4/24/2015
Google's WiFi-First Mobile Service 'Fi' Is Here
Dan Jones, Mobile Editor, 4/22/2015
Amazon Earnings: What to Watch For
Mitch Wagner, West Coast Bureau Chief, Light Reading, 4/23/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Many leading communications companies can claim to have undergone significant periods of reinvention during their histories, but none have been through more major ...
Data Center Interconnect, or DCI, is one of the hottest sectors in telecom currently. Since coming back to Light Reading last year, prodigal-son style, I've ...
Cats with Phones
Learning Curve Click Here
Pierre could never remember how to use Excel.
Latest Comment