Telefonica to roll out sponsored data across footprint

Tuesday 14 February 2017 | 08:43 CET | News

Telefonica has announced an agreement with Datami to commercialise brand-sponsored mobile data across its entire network. Regional brands ifood, Mercado Libre, Netshoes and Privalia are already running sponsored data campaigns with Telefonica, which first deployed the Datami platform in Brazil last year. The platform is now commercially active in nine countries including use cases that span sponsored data apps/web, sponsored data video and call-to-action data rewards.

Telefonica said it teamed up with Datami because it needed a platform that was both easy to deploy and well-aligned with immediate market requirements. Datami offers a business model that includes the ability to bring brands, tech partners and even other mobile operators into a larger ecosystem. The companies added that brand sponsored data drives more effective and inclusive customer engagement by removing customers’ concerns over the mobile data costs associated with content consumption, keeping traffic on the mobile network rather than a cheaper Wi-Fi connection.

The operator said it plans to roll out the Datami platform to more of its territories during 2017.

Free Headlines in your E-mail

Every day we send out a free e-mail with the most important headlines of the last 24 hours.

Subscribe now

::: add a comment