AT&T Sponsored Data · Sponsored Data Flow User Content Provider User request Receives request from user with AT&T header User receives sponsored data offering If AT&T sub is eligible

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

Ron ChowdhuryProduct Marketing Manager, AT&T

Harjot SalujaCEO and President, DataMi Inc.




•What is Sponsored Data: Introduction year 2014

•Behind the curtain: How does Sponsored Data work

• Innovating with Sponsored Data: DataMi’s platform solution

Agenda




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




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)




Data Sponsorship = Sponsor’s Choice

Create a sponsored offer

SELECT SET ELIGIBILITY SPONSOR RESULTS

Notice Me…engage




Data Sponsorships Are Here…and Underway

Insert your sponsorship next




Consumer Look for Offers…Respond to the Sponsorship Concept




Download or Stream

But it Is not About Data Size

500k

10MB




Consumers Do Monitor Their Data Usage

Nearly 1/5th

AT&T Sponsored Data Study




Introducing Ron Chowdhury

Sponsored Data Team




• 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?




Sponsored Data Mechanics




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




• 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




Sponsor existing digital experiencesMobile Web

Mobile Apps

Run a sponsored mobile Ad campaign

Opportunities




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.




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




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)




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

http://www.developer.att.com/attsd

Try Sponsored Data Now

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

Sponsored Data Solution

Introducing


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


• 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


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?


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


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


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


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 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)


DataMi Products:Increase monetization


• 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


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




Q&A




Thank You

Documents

AT&T Sponsored Data · Sponsored Data Flow User Content Provider User request Receives request from user with AT&T header User receives sponsored data offering If AT&T sub is eligible