AT&T cited officials from Kmart, JetBlue and HP who praised the concept, however. JetBlue's Katie Thompson, associate director of digital media, said one advantage in having AT&T keep the opt-in database for the ShopAlerts means that JetBlue won't have to.
Placecast of San Francisco will provide the location technology to AT&T. Opt-in, location-based mobile marketing works because advertisers offer "relevant messages to consumers when they are in the mindset to make a purchase," said Alistair Goodman, CEO of Placecast, in a statement.
AT&T would not say how many customers are projected to opt-in for the service, but a spokesman said the numbers would be "significant" in each of the four cities. In addition to being beneficial to consumers, the service will benefit the brand sponsors, which can expect to see a rise in store traffic and sales as well as an increase in "brand favorability."
Customers can opt-in on AT&T's Web site.
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