As we have reported on several occasions recently, mobile advertising represents a major and fast-growing source of revenue for mobile operators—not to mention for the companies that are advertising and those that furnish the technology for it. Postr’s Free Net & More app, being implemented in Portugal by Altice, is a new and evidently more invasive approach. As such, it has the potential to command more attention from users than other formats, and therefore could drive more revenue to Altice.
However, it could very well prove to be invasive enough—due to the ubiquity of the home screen and the number of times it is accessed each day—to annoy users and create at least some amount of resentment. The offer of 250 MB of bonus data in return for using the app is clearly intended as fair compensation, but we suspect that 250 MB may be too small an amount of data for today’s data-hungry consumers to achieve the desired effect. And the very idea of being asked to turn one’s device—a very personal aspect of life for most users—into a near-constant source of advertising messages may be offensive to many, to the point of causing harm to Altice’s brands in Portugal.
Tarifica is the global leader in monitoring and analyzing telecom pricing. Covering hundreds of operators in every region of the globe, Tarifica’s databases of mobile and fixed line data and voice tariffs are among the largest and most in-depth in the world. Tarifica is also a leading publisher of benchmark and other pricing reports, and its analysts are recognized authorities in the telecom industry, relied upon by operators and businesses worldwide for pricing insight and guidance.
To learn more about Tarifica, please visit www.tarifica.com