at&t sponsored data · *sponsored data is available to post-paid and session-based customers...

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© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change. Mention of a specific company or entity is not an endorsement by AT&T. AT&T Sponsored Data Jerry Weber Director, Product Marketing, AT&T Ron Chowdhury Product Marketing Manager, AT&T Harjot Saluja CEO and President, DataMi Inc.

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Page 1: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

AT&T Sponsored DataJerry WeberDirector, Product Marketing, AT&T

Ron ChowdhuryProduct Marketing Manager, AT&T

Harjot SalujaCEO and President, DataMi Inc.

Page 2: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

•What is Sponsored Data: Introduction year 2014

•Behind the curtain: How does Sponsored Data work

• Innovating with Sponsored Data: DataMi’s platform solution

Agenda

Page 3: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsored Data Is More Than a Technology

*Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones, tablets, laptop modems, and mobile hotspot - or iPhone 4 and access the Sponsored Data over AT&T’s domestic wireless network. Sponsored Data is not compatible with AT&T Smart Limits or with proxies such as those used by certain browser optimizers. AT&T may not be able to determine if customers are using a proxy. Data usage that flows through a proxy may be deducted from the data plan allowance. Other limitations and restrictions may apply.

Sponsored Data allows you to capitalize on the point of engagement with customers*

enabling you to provide experiences to them over AT&T’s 4G Mobile Network

without impacting customer’s data plan

Page 4: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsored Data in the News

Innovative Service of the month, January 2014

Wall Street Journal: “Will Free Data Become the Next Free Shipping?”‘Customers have been surprisingly responsive’ (10/24/14)

TechPolicyDaily.com: “Like Coupons You’ll Love Sponsored Data”(02/17/14)

Page 5: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Data Sponsorship = Sponsor’s Choice

Create a sponsored offer

SELECT SET ELIGIBILITY SPONSOR RESULTS

Notice Me…engage

Page 6: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Data Sponsorships Are Here…and Underway

Insert your sponsorship next

Page 7: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Consumer Look for Offers…Respond to the Sponsorship Concept

Page 8: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Download or Stream

But it Is not About Data Size

500k

10MB

Page 9: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Consumers Do Monitor Their Data Usage

Nearly 1/5th

AT&T Sponsored Data Study

Page 10: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Introducing Ron Chowdhury

Sponsored Data Team

Page 11: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

• Sponsored Data Mechanics

• Sponsored Data Flow

• Creating a Sponsored Offer - Eligibility

• Opportunities & Use Cases

• How to Get Started

How Does Sponsored Data Work?How Do You Use it?

Page 12: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsored Data Mechanics

Page 13: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsored Data FlowUser Content Provider

User requestReceives request from user with AT&T header

User receives sponsored data offering

If AT&T sub is eligible CP can choose to sponsor

Receives request from user with AT&T header

User selects offering

Responds with the video file video.mp4.

User receives video.mp4 for viewing

Billing to Content Provider

AT&T

x-tf-access=yes x-tf-access=yes,VIA

manifest

x-tf-access=yes,VIA, manifest ID

video.mp4

Page 14: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

• AT&T Customers only

• Post-paid and Session-based data plans

• 4G (HSPA+ and LTE) capable devices - including smartphones, tablets, laptop modems and mobile hotspots

• More than 65M AT&T subscribers are already eligible

Who Are Eligible

Page 15: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsor existing digital experiencesMobile Web

Mobile Apps

Run a sponsored mobile Ad campaign

Opportunities

Page 16: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsor existing digital experiences• Portions of the app can be sponsored

• Alternatively, all the data delivered through the app

can be sponsored

Mobile Apps

CP in control of what content will be sponsored.

Free to start/stop sponsorship anytime.

Page 17: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsor existing digital experiences• Portions of the mobile web can be sponsored

• Alternatively, all the data can be sponsored

Mobile Web

As the content itself does not change, AT&T requires its partners to identify the content sponsorship offer which includes the sponsored data logo, using the AT&T globe icon and our name (sponsored data)

Your data charges for search is being sponsored – ENJOY!

Enter Search

SM

Find local restaurants, hotels, events and more…

Example of what a local data sponsorship offer might look like

Page 18: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Sponsor a mobile ad campaign• Effective - Increase engagement 60% - 200%

(2014 sponsored Ads results)

• Simple – recruit one of our Ad partners

• Fast – your campaign can start in days

• Efficient – you only sponsor data that is used by

subscribers consuming your ad on AT&T’s

mobile network

Sponsored Ads

- Aquto Pilot Ad Campaign, 2014

- This sponsored Data partner ran 3 campaigns totally over 5 million ad impressions. In each case, there was a marked increase in both starts and completion of the promoted video content when content was

- Both Video starts and video completes showed a 40% to 173% increase over control group (non-eligible)

Page 19: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Learn

Agreement/

LaunchBuild/Test

How to Get Started

1

23

• Sign up for a Sponsored Data account developer.att.com/attsd

• Click “Getting Started” to access the web-tutorial and begin building your Sponsored Data solution

Page 20: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

Try Sponsored Data Now

Page 21: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

Sponsored Data Solution

Introducing

Page 22: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

ControlGroup

Increased streamsIncreased page views per visit

+40%

+61%

Page View/Podcast Stream per User

Trove News App Slate Podcast

Free Mobile Data Drives Consumer Behavior

Page 23: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

• 4G LTE surpasses Wi-Fi speed and quality

• New consumer use cases will continue to increase demands on mobile data (connected cars)

• Carrier approach to mobile data is changing

• Consumers are becoming more savvy about mobile data

Mobile Data Is Changing

Page 24: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

EventDriven

(World Cup)

FrequentlyOn theMove

Prefers4G QualityOver Wi-Fi

Cost Conscious

Limitedplan (teen)

CONSUMERS

Free?Sure!

Hey,What’s the WiFi

Password?

Consumers are already trained to seek out Free Mobile Data

Why So Powerful?

Page 25: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

Integrate SDK to app

1Release SD-Ready app

2Create SD campaign

3If consumer is eligibleshe would see the SD

campaign message

4

Sponsor Mobile Data for an App

Page 26: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

Sponsored data enabled URL Provided by

Datami

Provider places SD-URL in web

page code

31 2SD-URL

5

Create SD campaign

4

Provider gives original

content URL

If consumer is eligible she would

see the SD campaign message

URL

Sponsor Mobile Data for Mobile Web

Page 27: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

Publish

Set Your Budget

Define the Audience

Select Content

Define Campaign Message

Select SD-ready App/URL

Identify your Audience and/or

Assign Users

iOS

Publish

Set Your Budget

Define the Audience

Select Content

Define Campaign Message

Create Campaign Using the DataMi Portal

Page 28: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

1.Select locations

2.Establish Time length of promotion

3.Set budgets

4.Define specific Demographics

Sponsor mobile data for a game in a 10-mile radius of the arena during a game

Page 29: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

The DataMi Platform

OMS Portal

Content Cloud

Mobile APP

DataMi SDK

Wireless Operators OMS Cloud

• Accounting• Authorization and authentication• Content/enterprise provisioning• Data compression• Seamless CDN support

• Real-time promotions• Select Apps, specific content,

demographics, location based• Analytics report engine

SDM

Expiring soon

3:00pm

today

11/23

5:00pm

today

11/30

Leverage un-used capacity in real-time

to save $$$

DataMi SDK OMS Cloud

• Push specific logos• Selective zero-rating• Un-used capacity• Dynamic QoS decision• Intelligent Caching

Sponsored Data Marketplace (SDM)

Page 30: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

DataMi Products:Increase monetization

Page 31: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

• Free Data Window − view any third-party mobile web content from tab on your App

• Purchase or frequency-of-visit reward

• Consumer gift cards or code

• More…

DataMi Products:Increase Engagement,Loyalty and More

Page 32: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

The views expressed in this presentation do not necessarily reflect the views of AT&T.

Collect Intelligent Analytics

Usage recorded by app, content type, user, hour, location, QoS, etc.

300K users soccer fans

App

Sponsored sports APP traffic

doubles from 3pm—6pm for

~300K users Soccer Game 3pm

Page 33: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Q&A

Page 34: AT&T Sponsored Data · *Sponsored Data is available to post-paid and session-based customers who have an active AT&T data plan, a 4G (HSPA+ and LTE) capable device - including smartphones,

© 2015 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

All other marks contained herein are the property of their respective owners. Information contained herein is not an offer, commitment, representation or warranty by AT&T and is subject to change.

Mention of a specific company or entity is not an endorsement by AT&T.

Thank You