Results of a GfK NOP survey by Pontis, a provider
of Marketing Delivery Platforms, amongst 752 mobile phone users in
the UK, has revealed a deep dissatisfaction amongst the public with
the way that mobile service providers are currently marketing their
voice and data services.
70% of mobile phone users consider the marketing offers
they receive not to be relevant to them and 64% of these confess to
being annoyed by them. Just 11% of those surveyed had ever
purchased an item, or signed up for a special promotion or bundle
as a result of an online promotion or offer from their mobile
service provider.
The survey
highlights how mobile operators are failing users, in
particular 72% of 25-34 year olds who exprerssed clear annoyance
with this practice. Within this same age group 47% of all mobile
users are also willing to change operators to one that can provide
them with services more tailored to their lifestyles.
Guy Talmi, senior marketing director at Pontis said,
“These results are proof of the fact that the mass marketing
approach most operators still take today is not working.
[Operators’] inability to tailor services and content to individual
user’s interests and situation is not only failing to attract new
revenue streams but - even worse – it’s alienating their customer
base. On the other hand, it clearly points to a major opportunity
for those operators who can harness vital information about a
user’s interests and behaviour and offer them relevant services at
the right time, as a large number of users would be willing to
change suppliers for just such a service.”
growth after 2012, as new
networks are built out and new applications are
adopted.”
Recommended CW Stories
·
Expro drills down into the satellite
communications market
·
Europe wants more public cash for
Galileo
·
Army launches satellite for UK battlefield
comms
·
WAN/WAFS platform
specifications
·
BCS Awards: RNLI nets win on the
move