Innovation Expands Mobile Channel for Business to Consumer (B2C), Developers

Las Vegas, NV and Boston, MA - January 6, 2014 - Strategy Analytics applauds AT&T for the launch of AT&T Sponsored Data, announced today at the 2014 AT&T Developer Summit co-located with Consumer Electronics Show (CES). AT&T Sponsored Data enables businesses to sponsor and pay for the data charges associated with customers accessing specific content and applications over the mobile network, rather than having the data use come out of the consumer’s mobile service plan. With this initiative, AT&T is testing the appetite of businesses for sponsoring data and taking the first step in driving innovation from a potentially new set of business customers.

Crucially, a recent Strategy Analytics consumer survey shows 25 percent of mobile phone users age 16-24 say ad-sponsored video content is one of the top three things that would motivate them to watch more mobile video.

In the report, “Sponsored Data Big CES News for AT&T, Opens New Revenue Opportunity,”  and related blog, Strategy Analytics Wireless Operator Strategies (WOS) and Wireless Media Strategies (WMS) services state that mobile is the future for Business to Business to Consumer (B2B2C) interactions, and AT&T Sponsored Data opens the door for new innovation.

Susan Welsh de Grimaldo, Director, Wireless Operators & Networks at Strategy Analytics, comments, “Strategy Analytics has been recommending this type of innovative network solution that enhances the B2B2C role that mobile operators could play across a wide range of businesses, delivering a way to increase consumer data use without more money coming out of the consumer wallet, and for content owners and other businesses providing a way to encourage access to their content, online stores and websites.”

 “We expect the initial adoption of sponsored data by developers, brands, and advertisers will be met with enthusiasm, although limited in the near term to small trials which will serve to validate its value to sponsors,” adds Nitesh Patel, Director, Wireless Media Strategies (WMS) at Strategy Analytics.