A study into mobile advertising has revealed a stark contrast of opinion between mobile operators and their customers. Mobile advertising firm Unlockd, which recently announced Tesco Mobile as a partner for an innovative ad-based SIM tariff, released findings which suggest mobile operators and advertisers have little understanding of the customer advertising experience. While 82% of operators believe they are delivering a positive customer experience and perception of advertising, just 47% of 1,000 consumers interviewed see mobile advertising in a positive light.