Consumers Appear Interested in T-Mobile/SpaceX D2D Texting
The strong public reaction to T-Mobile’s announcement that it has launched a beta test of its SpaceX-enabled direct-to-device (D2D) text-messaging service during a Super Bowl ad (see 2502100002) bears watching, New Street’s Jonathan Chaplin said in a note to investors.…
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The commercial generated 13 times more engagement than the median Super Bowl ad, “by far the most of any ad aired during the game,” Chaplin said. Investors are asking whether consumers will be interested in taking a D2D service and what they will pay for it, he said. “The strong engagement the T-Mobile ad generated may offer a clue as to the first question. We may not get an indication on the second question until July, when the trial period announced by T-Mobile's Super Bowl ad ends.”