For the right user segments and sponsors, sponsored data and data reward models offer a strong win-win-win opportunity for operators, sponsors and consumers. In this report, Strategy Analytics:
1. Executive Summary 4
2. Introduction and Progress Update 6
2.1 What is Sponsored Data? 6
2.2 Market Update 7
3. Sponsored Data Delivers Win-Win-Win 9
3.1 Win for End-users 9
3.2 Win for Data Sponsors 10
3.3 Win for Mobile Operators 12
3.3.1 Hard measures 12
3.3.2 Soft measures: 12
4. Sponsored Data as Part of a Broader Transition 14
4.1 Sponsored Data as Part of Digital Transformation 14
4.2 Big Trends Driving Sponsored Data Adoption 15
4.3 Addressing Broader Objectives with Sponsored Data 15
5. What is Stifling Sponsored Data Growth? 17
5.1 Fragmentation and Scale 17
5.2 Sponsored Data Awareness 18
5.3 Rising Data Bundle Sizes; a Closing Window for Sponsored Data? 18
5.4 Cannibalization 20
5.5 Alternative Advertising Efforts 20
6. Sponsored Data: Next Steps 22
6.1 Sponsored Data Catalyst Working to Solve Fragmentation and Create Easy On-board for Brands and End Users 22
6.2 Operator Next Steps: Leading Operators Share Insights 24
6.2.1 Telefonica 24
6.2.2 Orange 25
6.3 Call to Action 27
6.4 Key Questions to Address to Develop Next Steps 28
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