Mobile spam: Would you ditch your operator?

Customers yearn to churn but is the problem being blown out of proportion?

An increasing number of mobile phone users are receiving spam messages on their handsets, according to the latest research – leading some to consider switching operators.

According to research from the University of St Gallen in Switzerland, in association with the International Telecommunication Union (ITU), more than 80 per cent of phone users have received unsolicited messages on their phone.

However, one industry body has said the problem is not at all similar to the crippling deluge of email spam and entirely unlikely to hit such levels.

In terms of addressing the problem, affected users say they are more likely to change their operator than their number. The majority of consumers believe receiving spam on their mobile makes them regard their operator's brand more negatively.

And the threat of increased customer churn is not lost on the operators. According to the research, 83 per cent of respondents within the industry perceive mobile spam as a critical issue today or becoming one within the next two years.

Mike Grenville, CEO of SMS messaging Association 160 Characters, expressed concern that the findings could be taken out of context, adding that 80 per cent of mobile users having received some spam is not indicative of a problem – given, as seen with email, it is levels rather than reach that becomes the problem with spam.

"Headlines screaming about a deluge of spam on mobile phones really worry me," said Grenville. "It's not to say it doesn't exist but I think it's all too easy to lose sight of the problem."

However, he's not surprised that operators are now taking note.

"I'm sure this will worry the operators. Not the findings so much, because they know how much spam they are seeing but the fact this will feed through to public perception will worry them. If the public believes there is a spam problem then it almost becomes a self-fulfilling prophecy."

Tom Phillips, government and regulatory affairs officer at the GSM Association, believes there is no one way to halt mobile spam but said operators need to do more to reject anonymous or spoofed access as well an ensure billing mechanisms are in place and configured to make mobile spam far too costly an option.

160 Characters' Grenville said: "A system of 'sender pays' is a huge differentiator. If that is always the case then it is not financially viable to send spam to mobile phones."

In terms of resolving the issue Grenville urged users to report spammers to bodies such as ICSTIS.

"In order for these messages to work, the sender has to require the recipient to do something – to reply to a premium rate SMS short code or premium rate phone numbers."

"If you follow the money you will catch the culprit," added Grenville.