Antidote to bill shock for starters says Citrix
Best known for its IT specialism, Citrix has just shared some of the findings from a survey of US smartphone users conducted on their behalf by Wakefield Research . Now the survey covers mobile device etiquette and the mobile user experience. But in particular it covers ‘sponsored data plans’. Strangely, Citrix didn’t really bother to explain what the ‘sponsored’ bit means. However, we suspect the firm helped US mobile network operator – AT&T, with offering its own ‘Sponsored Data’ service. (See here). Anyway, the survey finds that consumers are dead scared of over-spending on their data plans (bill shock). Surprise, surprise. It also found that they’d be receptive to sponsored data plans. Ditto.
In reality what sponsored data offers is a means of providing subscribers with ‘free’ data that doesn’t come out of their existing tariff in return for engaging with mobile content.
And this is where the survey gets interesting. It found that 71 per cent of men and 62 per cent of women would engage more if sponsored data plans were available.
In particular, subscribers would access bank account info (39 per cent); watch educational videos (33 per cent); watch advertisements (28 per cent); hold a teleconference (21 per cent); or file an insurance claim (18 per cent).
In terms of demographics it found that younger mobile users (millennials) are the most fearful about exceeding their mobile data limit, whilst (as a group) adults with children are those most likely to actually exceed their monthly data limit.
Chris Koopmans, vp & gm for service provider platforms with Citrix, observed, “Sponsored data plans are likely to be a growing source of revenue for mobile operators.
He continued, ” The findings of this survey suggest that although subscribers are keen to consume data, they are also worried about exceeding data limits.”
“Sponsored data plans are one way in which content providers can engage with their target audience. ”
Koopmans also claimed that this new research is a first in terms of assessing the subscriber’s desire to receive sponsored plans.
Incidentally, AT&T main customer promoting its Sponsored data service appears to be Aquto.