Telefónica to roll out sponsored data to global footprint

Telefonica, Datami, sponsored data

Telefónica has signed a deal with Datami that will see sponsored data offered to its entire customer base.

The two companies have been working together since August last year and Datami’s platform, which combines mobile marketing techniques with customer data from Telefónica, is now active in nine countries.

Brands including ifood, Mercado Libre, Netshoes and Privalia are already targeting Telefónica customers in countries such as Brazil.

US-based Datami was founded in 2013 and counts telcos among its investor base.

It claims its offering drives customer engagement for brands and boosts operators’ emerging mobile marketing businesses.

Consumers, meanwhile, have their concerns over the mobile data costs associated with content consumption “removed”, according to the vendor.

Alongside sponsored apps and video content, Datami also offers data rewards through which customers get free data in exchange for downloading an app.

Harjot Saluja, CEO of Datami, said: “Few operators are able to bring this kind of scale to such a ground-breaking project, and the dynamism shown by

Telefónica’s advertising group has absolutely matched that scale.

“We look forward to deploying a greater variety of sponsored data and data rewards use cases throughout Latin America and Europe.”

MVNO Tesco Mobile, in which Telefónica owns a 50 percent stake, launched the UK’s first sponsored data offering last June.

However, it worked with Australia-based company Unlockd on its offering.

Read more: Sponsored data has failed, here’s how to make it work

More News

Ericsson brings together content data for broadcasters Ericsson brings together content data for broadcasters Ericsson is launching a content discovery solution for broadcasters, offering viewers access to the likes of trailers, cast and crew information and episodic data through their television. More detail
eir sweetens mobile offering with sport app eir sweetens mobile offering with sport app Irish telecoms provider eir is introducing a sports app for mobile as a new way to serve content to its mobile customers. More detail
Tele2 starts 2017 strongly as it looks to forget last year Tele2 starts 2017 strongly as it looks to forget last year Tele2 made its first steps in putting a rocky 2016 behind it with its Q1 underlying operating profit leaping by almost a third. More detail
DNA sees sunny skies ahead as data drives Q1 results DNA sees sunny skies ahead as data drives Q1 results DNA has increased its profit outlook for 2017 as it bagged more Finnish customers using more data. More detail
    

@eurocomms