New ad delivery, at a Glance
A new way to get advertisements in front of consumers is coming to U.S. smartphones, and soon. A startup by the name of Glance plans to deliver advertisements directly to lock screens through partnerships with mobile carriers and Android OEMs. This could begin in the next month or two, according to an anonymous source. Glance-enabled devices will allow news headlines, games, and more to appear on the lock screen automatically, feeding Android users unprompted content before even opening their phones.
The NPD Take:
- Consumers are no strangers to advertisements. TV commercials, apps, websites and social media are obvious culprits. People are getting accustomed to targeted ads appearing online, but not on device hardware itself. Glance aims to change that, and we anticipate some smartphone owners finding it intrusive.
- According to NPD’s April 2022 Unlocked survey, 14% of unlocked smartphone owners purchased their phone that way in order to avoid unwanted software that comes pre-loaded on many carrier-locked phones. This desire to limit content to only what is necessary and chosen by the individual shows a potential roadblock to consumers’ acceptance of Glance’s business model.
- If Glance limits partnerships to Android OEMs as currently planned, and does not partner with Apple, this could be another driver for consumers to switch to the iPhone. Apple seems to have plans for lock screen widgets coming with the new iOS 16.
Consumer Cellular expands plans and debuts devices
Two big changes just arrived at Consumer Cellular: plans that include free calling from the continental U.S. to Canada and Mexico, and new device drops. This gives the MVNO’s customers a wider range of people to stay connected with, and devices from which to do so. The new devices are the Nokia C100, Moto G Stylus 2022, and the Consumer Cellular branded ZMax 5G, each of which keeps its price point under $250.
The NPD Take:
- Consumer Cellular’s ZMax smartphones are manufactured by ZTE. The availability and promotion of these phones is great news for ZTE, which in the past has suffered due to restrictions on the manufacturer’s distribution and sale in the U.S. This new avenue for ZTE phones will help drive business regardless of the fact that they are branded as Consumer Cellular devices. The ZMax 5G’s placement with Consumer Cellular’s partnering retailers will be particularly helpful for customers who start their purchase process at a retail store or website.
- The expansion of calling to Canada and Mexico by the carrier is a good move as well, as it keeps up with other carriers already offering such services. This opens the door for potential switchers looking for a more affordable plan and need the total North America calling options to stay in touch with loved ones.