Sponsored Data Services as Consumer Engagement Mechanism
Hundreds of millions of consumers around the world run out of mobile data each month. Upwards of 40 percent of mobile subscribers in Brazil (or approximately 80 million people), for example, run out each month.
If you look at this the right way, of course, there's a rather significant opportunity here and it is going by the name of "sponsored data."
Sponsored data allows brands to essentially pay for the mobile data consumed by customers' use of their native apps, services and content. This means that consumers can use more of their favorite apps and services without a change to the digital experience and more importantly without fear of overages on their mobile data packages.
Just how much data are we talking here?
More than 1 PetaByte of free data has already been provided to over 50 million mobile subscribers worldwide through brand-sponsored data campaigns delivered by mobile engagement leader Datami. To put that into perspective, 1PB of mobile data is equivalent to more than 13 years' of continuously streamed HD-TV video.
While millions of consumers have benefited from sponsored data, there's an obvious benefit to companies too. More than 55 brands using Datami's solutions have seen increased daily active usage, higher conversions, improved loyalty - and in many cases, a competitive edge in general.
"Mobile data should be available to everyone and brand sponsored data is a highly effective way of making that happen," said Harjot Saluja, Datami CEO. "We're eliminating the economic friction that can prevent consumers using mobile services by enabling a truly free app experience. And we're driving participation from the brands by making Sponsored Data more targeted, more strategic - more on a par with Facebook and Google in delivering precise access to users and real-time targeted messaging capabilities."
Datami typically partners with every operator in a particular country (i.e. VIVO, Claro, Oi and TIM in Brazil) in order to simplify the offer for the brand to reach all their mobile customers. Similarly, the Datami platform is available to work with any brand in that particular country. Some leading brands using the Datami platform include Santander (Banking & Education), Magazine Luíza (e-commerce), Natura (Direct Sales) and Coca-Cola (Music Streaming) while some highly innovative up-and-coming brands include Mira Aula (Education), MeraNet (Free Browser) and Rapiddo (Mobile Marketplace & Top-ups).
"There is a unique balance of interests that we've struck here - allowing our operator partners to more effectively monetize their network and scale their mobile advertising business, empowering brands to enhance mobile engagement rates and build stronger customer loyalty and enabling mobile users to access their favorite content and services without concern over the cost of network usage," Saluja said. "It's a testament to how integrated the mobile ecosystem has become and a foretelling of where we're headed."