Commenting on today’s launch of Tesco Mobile Xtras, which allows people to reduce monthly mobile bills in return for viewing adverts, content and offers when unlocking their Android smartphones, Ernest Doku, telecoms expert at Uswitch.com, says: “Smartphone users aren’t unfamiliar with advertising on handsets – it’s the compromise of many free-to-use apps – so it’s likely cost-conscious customers will be happy to give this a try.
“But whether mobile users are willing to live with ads in return for cheaper bills will depend on how intrusive they are, and how relevant.
“Geolocation will be used to offer promotions for shops and cafes close by. For some, this will be too ‘Big Brother’, but others will see the appeal of personalised and timely deals.
“Fears of the ads eating into mobile data allowances are assuaged by a free 200MB of data a month, while the function will be disabled automatically abroad.
“Another tick in the box is that brands won’t be able to access or buy users’ personal mobile data but, on the flip side, a saving of £3 a month barely covers a coffee these days.
“Three recently re-ignited the debate about mobile ads by announcing plans to block them at network level, so all eyes will be on Tesco’s customer base, and how they respond to having the freedom of choice.”
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Charlotte Nunes
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Email: charlotte.nunes@uswitch.com
Twitter: @uswitchPR
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