Mobile virtual network operators (MVNOs) have been around since the ’90s (it’s probably not widely known that some of the best-known mobile services are in fact MVNOs). TextNow, with 10 million users, is the only ad-supported MVNO in the U.S to offer free phone service. The company is leading the charge of a new mobile revolution by combining free phone service with strategic advertising opportunities for brands to connect with this valuable but often elusive demographic.
Basically, the research suggests that Gen-Z are aware of their purchasing power, many have decided that they don’t want to pay for phone service ever again and that they are ready for brands to pay for it instead; they will listen and dance with the advertiser that’s giving them the ultimate form of freedom: communication at zero cost. How does it all work? Through push notifications, sponsored multimedia texts, video, free trials and exclusive offers.
Ad Age has the full article here