SPONSORED MOBILE DATA GOLDMINE FOR ASIA
Results of new primary research study in Asia find that consumer brands and mobile service providers in this region could unlock an annual revenue opportunity of as much as $6 billion by 2019 through the sponsorship of mobile data services.
In the Syniverse sponsored-data model, companies sponsor usage for specific content on behalf of subscribers of various mobile service providers, allowing subscribers to access this content without being charged for the usage.
To better understand Asian consumers’ receptiveness to sponsored-data offerings, Syniverse commissioned On Device Research to conduct a survey among 3,500 people in seven countries across Asia. Among the major findings, the survey results reveal that consumers are generally willing to accept the branding of content, advertising and promotional material in return for free data:
- Sixty-two percent of respondents said they would accept the branding of content and advertising in return for free data.
• Forty-nine percent of respondents would be willing to accept coupon offers from sponsors.
• Respondents also would be willing to accept offers from a wide range of sponsoring organisations, with 42 percent saying they would accept offers from entertainment providers.
• Thirty-one percent of respondents would be willing to accept offers from bars, restaurants and cafes.
• Twenty-nine percent would be willing to accept offers from travel companies.
“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 Chief Marketing Officer, Syniverse. “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. The results of this study underline the business case that should motivate operators and their partners to consider sponsored-data plans as a way to drive revenue as well as consumer engagement.”
“Our analysis shows that the sponsored-data model has the potential to substantially affect consumers’ behaviour favourably for all parties involved,” said Sam Brown Founder and CEO, SEEC. “The key to unlocking this potential, however, will be the ability of sponsors and operators to work together to hone highly personalised offers that meet individual user expectations and requirements for engagement.”
Clark added, “Not only does our study show consumers’ latent appetite for data and services, it also shows how other players could and should be involved. The message is clear: Sponsored data offers considerable benefits for all involved, enabling content providers to enjoy increased use of their services, providing mobile operators with a new source of revenue, and offering consumers cheaper access to content.”