at&t sponsored data · *sponsored data is available to post-paid and session-based customers...
TRANSCRIPT
© 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.
© 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
© 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
© 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)
© 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
© 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
© 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
© 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
© 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
© 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
© 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?
© 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
© 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
© 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
© 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
© 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.
© 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
© 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)
© 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
Try Sponsored Data Now
The views expressed in this presentation do not necessarily reflect the views of AT&T.
Sponsored Data Solution
Introducing
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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
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
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?
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
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
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
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
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)
The views expressed in this presentation do not necessarily reflect the views of AT&T.
DataMi Products:Increase monetization
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
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
© 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
© 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