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Measuring the Success of Sponsored Data

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Report Summary:

Sponsored data offers a way for third parties to pay a mobile operator for data access that is provided to end-users for free in exchange for engagement with the users. A year after AT&T launched its Sponsored Data program at CES in January 2014, critics claim the program has failed to succeed and that sponsored data as a business model will not take off. Strategy Analytics reviews a range of challenges and opportunities for sponsored data, provides examples of launches to date around the globe with a wide range of use cases and sponsors, discusses leading solutions providers, and offers a set of best practices and recommendations for mobile operators and their sponsor partners to consider as the market for sponsored data gains more traction in 2015. Key players included in this report include AT&T, Airtel, China Telecom, China Mobile, China Unicom, Telefonica, Telenor, Telkomsel, TIM Brasil, Vodafone, Facebook’s, Millicom, Aquto, AsiaInfo, DataMi, Opera Software and Syntonic.
Table of Contents

  • 1 Executive Summary
  • 2 What is Sponsored Data, and Why Offer It?
    • 2.1 Multiple Models for "Free Data"
    • 2.2 Why sponsored data - the big picture
    • 2.3 Benefits of Sponsored Data: When Does it Make Sense?
      • 2.3.1 For mobile operators
      • 2.3.2 For consumer brands and other sponsors
      • 2.3.3 For device and app companies
    • 2.4 Use cases
      • 2.4.1 Consumer brands - advertising and brand engagement
      • 2.4.2 App Stores and Other e-Commerce Businesses
      • 2.4.3 Apps "embedded" with sponsored data
      • 2.4.4 B2C Customer Engagement and Self-Service
      • 2.4.5 Streaming Mobile Content and Longer Form Video
      • 2.4.6 IoT and Devices- comes with data
      • 2.4.7 Public good: Education, Healthcare, Government services
      • 2.4.8 Data Gifting
      • 2.4.9 Split billing for enterprise Bring-Your-Own-Device (BYOD)
    • 2.5 How to Calculate/Measure Success to Justify the Cost of Sponsored Data?
      • 2.5.1 How to Measure Sponsored Data Success for Mobile Operators
      • 2.5.2 How to measure the impact of sponsored data for brands or other sponsors
  • 3 Market Stage, Examples of Sponsored Data Campaigns and Solutions Providers
    • 3.1 Stage of the market
      • 3.1.1 Operators
      • 3.1.2 Solutions vendors
      • 3.1.3 Sponsors
    • 3.2 Regional and market differences
      • 3.2.1 US: Mature Mobile Market
      • 3.2.2 China: Most advanced market for sponsored data
      • 3.2.3 Europe
      • 3.2.4 Emerging markets: SE Asia, Africa, CALA
    • 3.3 Operator examples: Early Test-the-Waters and Broader Platform Plays
      • 3.3.1 Airtel: India and Nigeria
      • 3.3.2 AT&T
      • 3.3.3 China Telecom, China Mobile, China Unicom - and Major Chinese Brands Offering Sponsored Data
      • 3.3.4 Vodafone
      • 3.3.5 Grameenphone (Bangladesh - part of Telenor)
      • 3.3.6 Telkomsel (Indonesia)
      • 3.3.7 TIM Brasil
      • 3.3.8 Robi (Bangladesh)
      • 3.3.9 Telefonica
      • 3.3.10 and free Facebook: multiple operator partners
      • 3.3.11 Wikimedia
      • 3.3.12 Examples of Device OEMs with "Sponsored" data for their devices - MVNOs
    • 3.4 Solutions providers enabling sponsored data
      • 3.4.1 Aquto
      • 3.4.2 AsiaInfo
      • 3.4.3 DataMi
      • 3.4.4 Opera Software
      • 3.4.5 Syntonic
      • 3.4.6 Other OSS/BSS solutions providers
  • 4 Challenges, Best Practices, Outlook and Recommendations
    • 4.1 Challenges
      • 4.1.1 Operator challenges and concerns
      • 4.1.2 Challenges for brands and app stores
      • 4.1.3 Challenges in China
      • 4.1.4 Net neutrality concerns
    • 4.2 Best Practices in Early Market Stage
    • 4.3 Market outlook and timing
    • 4.4 Recommendations
    • 4.5 Contact the author of this report

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