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BizReport : Mobile Marketing : July 22, 2015

Asia survey points to huge revenues via mobile sponsored-data packages

A billion-dollar opportunity exists for mobile service operators through sponsored-data packages, according to new research conducted by On Device Research.

by Helen Leggatt

A survey of 3,500 people across 7 Asian countries, including India, China and South Korea found that almost two-thirds (62%) would consider sponsored-data packages in return for free access to specific content.

"Content providers, mobile service providers and consumers have been stuck in a no-win situation when it comes to mobile data usage," said Mary Clark, Syniverse CMO. "Consumers want to use more data along with richer mobile engagement, and operators and content providers are missing out on the revenue that this usage could deliver."

Nearly half of respondents (49%) said they would be willing to accept coupon offers from data-use sponsors, 42% would be willing to accept offers from entertainment businesses, 31% from restaurants, bars and cafes and 29% from travel firms.

sponsored data.png

According to the research, "Data-intensive content, such as subscription video services (which are currently the most costly services to access), would see increases in usage of 40%".

Sponsored-data packages could, calculates On Device Research, lead to a $6 billion revenue opportunity for mobile operators and their partners within the next five years.

"Our analysis shows that the sponsored-data model has the potential to substantially affect consumers' behavior favorably for all parties involved," said Sam Brown, CEO of economists Strategic Economic Engineering Corp (SEEC) who worked with On Device Research to calculate revenue. "The key to unlocking this potential, however, will be the ability of sponsors and operators to work together to hone highly personalized offers that meet individual user expectations and requirements for engagement."

Image via Shutterstock

Tags: content, data, mobile, mobile operator

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