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

TIM aims to become “technological heart” for smart home with product launches, new look for retail TIM aims to become “technological heart” for smart home with product launches, new look for retail TIM has launched the TIM Home ecosystem, introducing a range of new products including a modem and a TV decoder. More detail
KPN vows to sharpen up business offer as operating profit jumps KPN vows to sharpen up business offer as operating profit jumps KPN CEO Eelco Blok has vowed to improve customer satisfaction in its Business arm, as the operator shrugged off faster declining sales to report an increase in operating profit of 13 percent. More detail
Telefónica sees sunny skies ahead as shift to high-value customers bears fruit Telefónica sees sunny skies ahead as shift to high-value customers bears fruit Telefónica has revised its sales outlook for the year ahead as operating income increased by 6.1 percent. More detail
Nokia revises 2017 outlook but Apple deal brings cheer to CEO Suri Nokia revises 2017 outlook but Apple deal brings cheer to CEO Suri Nokia CEO Rajeev Suri has warned of a more difficult 2017 than expected, as the Finnish vendor reported a surge in profits off the back of a patent deal with Apple. More detail
Orange reports bonhomie at home as sales growth continues Orange reports bonhomie at home as sales growth continues Orange has returned to growth in France for the first time in almost a decade as sales made further headway in 2017. More detail
    

@eurocomms