Melbourne-based telecommunications service provider Unlockd is claiming Australian first-mover rights on advertising on mobile phones in return for giving users extra data, after Optus announced it has launched its Xtra service giving Android users extra data or credit by viewing ads on their smartphones.
Unlockd CEO Matt Berrimann says, while it is encouraging to see Optus and Postr follow Unlockd into the ad-funded mobile space, the company launched its Beta model with Lebara in Australia in October last year.
“We anticipated the ad funded trend over a year ago, when we launched our Beta model with Lebara. The model proved successful and paved the way for further launches in the United States with Sprint-owned Boost Mobile (Boost Dealz), in the UK with Tesco Mobile (Tesco Xtras), Caribbean with Digicel Group.
And, Berrimann says and another three markets are set to launch in the first quarter of 2017.
{loadposition peter}“It's encouraging to see Optus & Postr follow us into the ad-funded mobile space because it only helps to increase category awareness of the value exchange model in Australia. Hopefully we’ll continue to see more local carriers do so, in turn helping reduce consumers’ phone bill costs.”
But, Berrimann says Unlockd’s service is different in the way it works compared to the Optus Xtra service offered in partnership with New Zealand-based startup Postr.
“The two key differences between our offering and Optus/Postr's are how it works and the value customers derive from it,” Berrimann claims.
“Unlockd's method involves ads being displayed when the smartphone is unlocked, and not displayed on the lockscreen. As the ad is viewed upon the unlock, as part of habitual user behaviour, publishers have certainty of engagement and consumption of the 100% full screen viewable advertising which has helped us secure major partners like News Corp, Yahoo, Twitter, Facebook Audience Network and Dentsu Aegis, in addition to high profile brands such as McDonalds, British Airways, Doritos and Lyft.
“This allows us to provide at least double the value back to the consumer. Optus Xtra offers an extra 1GB or $2 extra credit, whilst we've been able to offer up to 2GB in additional data or US$5 (Boost Dealz) and 3 GBP (Tesco Mobile) each month off for our carrier partners delivering a superior outcome its customers resulting”.
The Optus Xtra app, launched on Tuesday, works by displaying static ads on the locked screen of a customer’s mobile phone and users may also be presented with an option to view a video version of the ad or visit the brand’s website.
Optus customers using Android, can unlock their phone as usual when an ad is displayed on their phone screen and the telco says users can customise the ads they receive by nominating their interests across eight categories – beauty, employment, fashion, government and politics, health, money, technology, and travel.