Users often feel creepy when intrusive permissions are sought. In most situations, users often decline permissions to be on the safer side, thereby missing the benefits one may get.
A permission pop-up from Air India shown above clearly states the category of permission (Location Services), why is the benefit for user if he gave permission and if he is interested to provide permission.
Users, if well-informed in advance wouldn't mind giving permissions to get personalized attention and services from mobile app players.
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