Account information and service usage information of mobile users (mobile browsing, location and apps) may be used for the program.

1. Account information is information such as network type (ex. 3G, address, age range (within a 5 year range) and gender. The full list of account information used for marketing purposes is set out below. Where there is more than one user or mobile phone under an account, the information may be aggregated at the account level or at the user level, depending on the information provided when the user or mobile phone was added to the account. Use of account information will vary by the requirements of the report being generated or target profile:
   
   AGE RANGE: This is based on the date of birth (if any) provided when purchasing products and services from Lucky Mobile. This is grouped into a minimum of 5 year age ranges starting at age 18
   
   GENDER: This is inferred from the title you selected for your account (such as Mr., Mrs., Ms.), if any, and may also be inferred from your first name.
   
   PRIMARY LANGUAGE: This is based on the primary language for communications that you selected for your account, and is one of French, English or Other.
   
   REVENUE RANGE: This refers to the average revenue per user account and/or user. The specific value for each user under your Lucky Mobile account is aggregated to fit into one of Very Low, Low, Average, High or Very High.
   
   PRICE PLAN TYPE: This refers to the type of plan you have.
   
   BILLING ADDRESS: At the Account Information level, this refers to the city or region of your billing address which includes postal code. Safeguards are in place to ensure that postal codes cannot be used by 3rd parties to identify you.
   
   PHONE TYPE (OEM, MODEL), OPERATING SYSTEM & NETWORK TYPE: This refers to the brand and model of phone(s) operating on your account (Smartphone, Tablet, PC Card, Feature Phone, Router, etc.) as well as the model and operating systems of the phones and network type.
   
   USAGE OF DATA, MESSAGING AND VOICE: This refers to your usage of Lucky Mobile wireless products and services such as number of messages sent and received, voice minutes, used data consumption and type of connectivity when downloading or streaming. The content of such communications is not captured; the program simply looks at the usage of various types of services.


2. Service Usage Information: Service usage information refers to information about how and where you use your Lucky Mobile wireless products and services.  The types of service usage information Lucky Mobile may use are described below:
   
   LOCATION: The location of your wireless phone is generated when your phone communicates with our cell-towers. Typically, this is used to manage network congestion. Your location may be used to analyze traffic patterns or event based analytics to provide you with ads, offers or discounts relevant to your specific location or travel patterns. The location information used is based on available technology.
   
   NOTE: Switching off the 'location services' preference on your phone stops GPS location information but does not impact the network location used by the Program. You can stop the use of your location information for the Program by declining to participate (or opting out if you are already participating). If you choose not to participate we will continue to collect and use your network location information for the purpose of providing you the wireless services to which you have subscribed.
   
   MOBILE USAGE: Interests: Your mobile usage activities (browsing, calling patterns, and app usage) are used to identify broad, non-sensitive categories of interest in your profile. All websites and calling patterns are initially analyzed to create interests but only those that fit non-sensitive interest categories are used. There are also secondary interest categories; for example, under the sports interest there are secondary categories such as hockey, soccer, baseball and so on.
   
   Interests are also identified based on the applications (apps) you use. Apps usage is categorized into non-sensitive categories using the interest categories commonly used in app marketplaces.  For a complete list of app categories, see here.
   
   Top websites and applications: Mobile browsing also generates a ranked list of top domains for each user profile. This is top level domain only (ex. TSN.ca) and only domains that are non-sensitive. For example, a user that visits TSN's hockey content a lot will possibly get TSN.ca as a top domain. We also maintain a list of the top 25 apps on your mobile phone based on usage.

We constantly work to protect your sensitive personal information. Unlike others, Lucky Mobile does not use personal information relating to finances, health or sexual orientation. Lucky Mobile also does not use transaction information, personal credit score information or the contents of voice or digital communications, or similar sensitive information. Encrypted mobile browsing (ex. URL's associated to HTTPS) is also not used.

As further described in the 'How does Lucky Mobile work with partners' section below, online advertisements are delivered without disclosing any personal information to the advertiser. The characteristics advertisers can use to define an audience for a campaign or for a report are those set out above in account information, service usage information (for mobile usage, this would be the interest categories, not the actual URLs) and the top websites and apps, if on the approved list of non-sensitive websites and apps. The advertiser receives an estimated audience size, meaning the estimated number of participants who fit the combination of characteristics selected by the advertiser.

To protect users' privacy, Lucky Mobile sets a minimum audience size of 100, this ensures that no one will be able to infer information about a single individual.

Lucky Mobile works with 3rd parties to display relevant online advertising or present online discounts or offers for our marketing partners. 

Displaying relevant advertising, promotions or offers, in the case of mobile advertising, a prospective advertiser selects the characteristics of the audience they are targeting. Banner ads on mobile apps or browsers are typically connected to an Ad Network server. If you have provided your consent, the Ad Network may have a campaign loaded with your anonymous ID corresponding to certain pre-defined characteristics in which case the relevant ad associated with that campaign will be placed.

In order to recommend certain products or services that may better meet your needs, we may look at your location to, for example, email or text you about a new rate plan that might suit the needs of someone who travels a lot or commutes regularly. If you do not consent to our use of your mobile location information to provide you with helpful Lucky Mobile offers, we may still market to you using personal information, other than location, unless you opt-out of other marketing uses as described below. We won't, however, use mobile location information for Lucky Mobile's marketing if you decline or opt-out of this program.

Currently the program is operated by Bell Mobility. If the program is expanded to other Bell affiliates in future (Bell Canada, Bell ExpressVu, Bell Media, Bell MTS and Bell Aliant), we will seek your consent in advance. Partners are also involved outside of the Bell companies but personally identifiable information will never be released through this program.

Participation is voluntary and you can change your participation status at any time by visiting the marketing preferences page. If you choose to decline, Lucky Mobile will not use your personal information as described above and will cease to collect and use your information for the program and will delete any existing profile information. Participation is not a condition of receiving services from Lucky Mobile.

Declining to participate in the Program does not impact the use of your personal information for other Lucky Mobile marketing activities such as telemarketing or commercial electronic messages (for example, emails and text message offers). You can conveniently manage the use of your information for these marketing activities at our marketing preferences page.

We'd be happy to discuss any questions or concerns you may have about your privacy.

You can visit us online at luckymobile.ca/privacy for more information or to reach us, please visit our contact section.

No, Lucky Mobile applies security safeguards appropriate to the sensitivity of all personal information collected, whether part of the Tailored Marketing program or not.