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Can Operator Collaboration On Sponsored Data Lead to Success?

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Report Summary:

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:

  • examines emerging best practices and market status of mobile sponsored data
  • provides evidence that sponsored data can be a powerful engagement tool for marketers
  • details frank feedback from leading operators on challenges and doubts
  • raises questions for CSPs to delve into to develop or hone approaches to tapping into the promised win-win-win of sponsored data
  • shares a call to action with suggested next steps

Table of Contents

2.1     What is Sponsored Data?  6

2.2     Market Update  7

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

4.1     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

5.1     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

6.1     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

7.         How Can We Help You?  31

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