AT&T Sponsored Data. Jerry Weber. Ron Chowdhury. Harjot Saluja. Director, Product Marketing, AT&T. Product Marketing Manager, AT&T

Transcription

1 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.

2 Agenda What is Sponsored Data: Introduction year 2014 Behind the curtain: Innovating with Sponsored Data: How does Sponsored Data work DataMi s platform solution

3 Sponsored Data Is More Than a Technology 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 *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.

4 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)

5 Data Sponsorship = Sponsor s Choice Notice Me engage Create a sponsored offer SELECT SET ELIGIBILITY SPONSOR RESULTS

6 Data Sponsorships Are Here and Underway Insert your sponsorship next

7 Consumer Look for Offers Respond to the Sponsorship Concept

8 But it Is not About Data Size Download or Stream 500k 10MB

9 Consumers Do Monitor Their Data Usage Nearly 1/5 th AT&T Sponsored Data Study

10 Introducing Ron Chowdhury Sponsored Data Team

11 How Does Sponsored Data Work? How Do You Use it? Sponsored Data Mechanics Sponsored Data Flow Creating a Sponsored Offer - Eligibility Opportunities & Use Cases How to Get Started

12 Sponsored Data Mechanics

13 Sponsored Data Flow User AT&T Content Provider User request x-tf-access=yes x-tf-access=yes,via Receives request from user with AT&T header User receives sponsored data offering User selects offering User receives video.mp4 for viewing manifest x-tf-access=yes,via, manifest ID video.mp4 If AT&T sub is eligible CP can choose to sponsor Receives request from user with AT&T header Responds with the video file video.mp4. Billing to Content Provider

14 Who Are Eligible 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

15 Opportunities Sponsor existing digital experiences Mobile Web Mobile Apps Run a sponsored mobile Ad campaign

16 Mobile Apps Sponsor existing digital experiences Portions of the app can be sponsored Alternatively, all the data delivered through the app can be sponsored CP in control of what content will be sponsored. Free to start/stop sponsorship anytime.

17 Mobile Web Sponsor existing digital experiences Portions of the mobile web can be sponsored Alternatively, all the data can be sponsored Enter Search Find local restaurants, hotels, events and more SM 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! Example of what a local data sponsorship offer might look like

18 Sponsored Ads 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 - Aquto Pilot Ad Campaign, 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)

19 How to Get Started Learn 1 Sign up for a Sponsored Data account developer.att.com/attsd Agreement/ Launch 3 Build/Test 2 Click Getting Started to access the web-tutorial and begin building your Sponsored Data solution

20 Try Sponsored Data Now

21 Sponsored Data Solution Introducing The views expressed in this presentation do not necessarily reflect the views of AT&T.

22 Free Mobile Data Drives Consumer Behavior 70.0% 60.0% Page View/Podcast Stream per User +61% 50.0% 40.0% +40% 30.0% 20.0% 10.0% 0.0% Increased page views per visit Trove News App The views expressed in this presentation do not necessarily reflect the views of AT&T. Increased streams Slate Podcast Control Group

23 Mobile Data Is Changing 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 The views expressed in this presentation do not necessarily reflect the views of AT&T.

24 Why So Powerful? Hey, What s the WiFi Password? Event Driven (World Cup) Free? Sure! Limited plan (teen) Cost Frequently Conscious On the Prefers Move 4G Quality Over Wi-Fi Consumers are already trained to seek out Free Mobile Data CONSUMERS The views expressed in this presentation do not necessarily reflect the views of AT&T.

25 Sponsor Mobile Data for an App Integrate SDK to app Release SD-Ready app Create SD campaign If consumer is eligible she would see the SD campaign message The views expressed in this presentation do not necessarily reflect the views of AT&T.

26 Sponsor Mobile Data for Mobile Web URL SD-URL Provider gives original content URL Sponsored data enabled URL Provided by Datami Provider places SD-URL in web page code Create SD campaign If consumer is eligible she would see the SD campaign message The views expressed in this presentation do not necessarily reflect the views of AT&T.

27 Create Campaign Using the DataMi Portal Define Campaign Message Define Campaign Message Select Content Select Content ios Select SD-ready App/URL Define Define the the Audience Audience Set Set Your Your Budget Budget Identify your Audience and/or Assign Users Publish Publish The views expressed in this presentation do not necessarily reflect the views of AT&T.

28 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.

29 The DataMi Platform DataMi SDK Mobile APP Wireless Operators Content Cloud OMS Cloud Leverage un-used capacity in real-time to save $$$ 5:00p m today 11/3 0 SDM Expiring soon 11/2 3 3:00 pm toda y OMS Portal DataMi SDK Push specific logos Selective zero-rating Un-used capacity Dynamic QoS decision Intelligent Caching OMS Cloud Accounting Authorization and authentication Content/enterprise provisioning Data compression Seamless CDN support Sponsored Data Marketplace (SDM) Real-time promotions Select Apps, specific content, demographics, location based Analytics report engine The views expressed in this presentation do not necessarily reflect the views of AT&T.

30 DataMi Products: Increase monetization The views expressed in this presentation do not necessarily reflect the views of AT&T.

31 DataMi Products: Increase Engagement, Loyalty and More 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 The views expressed in this presentation do not necessarily reflect the views of AT&T.

32 Collect Intelligent Analytics Sponsored sports APP traffic doubles from 3pm 6pm for ~300K users Soccer Game 3pm 300K users soccer fans Usage recorded by app, content type, user, hour, location, QoS, etc. App The views expressed in this presentation do not necessarily reflect the views of AT&T.

33 Q&A

34 Thank You