Integra5, a Burlington, Massachusetts-based company that specializes in technologies for converged services, recently teamed with its customer, Hargray Communications, a quad-play service provider in South Carolina, to conduct a survey of attitudes towards TV-based caller ID and other converged services. The survey went out to around 4,000 Hargray customers with Integra5-powered TV-based caller ID: according to the companies, it showed not only that the service is popular with Hargray customers, but that those customers are interested in subscribing to additional converged services that blend voice, video, data and wireless for $1 to $3 extra per month. The survey, which garnered a response rate of 14%, gauged customer satisfaction with Hargray's TV-based caller ID service, and customer interest in services that incorporate interactivity, personalization and management features, including Internet content alerts, targeted advertising with click-to-call, and broadcast customer care messaging.
According to the companies:
- 91% of respondents said they either "love" or "like" TV-based caller ID, and 65% said they "love" it.
- 81% of respondents said they had "told" their friends and neighbors about their TV-based caller ID service, and 58% said they had "shown" it to their friends or neighbors.
- 94% said they leave TV-based caller ID active all the time, even though the service can be disabled.
- 60% said they were interested in email and voicemail alerts on both TV's and PC's.
- 55% said they were interested in service provider customer care messaging to TV's and PC's.
- 51% said they were interested in converged services that incorporated wireless devices, such as Web content alerts to mobile phones.
- 50% said they were interested in services that incorporate personalization, such as TV- and PC-based picture caller ID, setting caller ID preferences, and a personalized network address book.
- 47% said they were interested in interactive services like click-to-call and other applications that would let them control and manage their calls and user experience, including automatically diverting calls to voicemail and controlling how and which TV's and PC's in their home display caller ID.
- 42% said they were interested in content alerts that incorporate RSS and Web-based technology to display local, national and international news banners on TV's and PC's in real time.
- Interested households with annual incomes from $25,000 to over $100,000 were willing to spend $3 per month for TV-based caller ID and $2 per month for PC-based caller ID.
- An average of 80% of interested households were willing to pay a dollar or more per month per incremental converged service.
Originally Published: October 17, 2006 in [itvt] Issue 7.00
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