Telefónica has signed a new deal that will see companies such as Coca-Cola sponsoring free data for its customers worldwide.

The operator has teamed up with US-based sponsored data specialist Aquto to offer free data to customers in exchange for tasks such as completing surveys, watching videos and signing up for subscriptions.

Mexico is the first Telefónica market to make use of Aquto’s platform, with Latin America and other regions to follow.

Alongside Coca-Cola, Banco Azteca, EasyTaxi and Mondelēz International have signed up to target Movistar Mexico’s subscribers.

Aquto, which also counts the likes of Disney, Expedia and Toyota as customers, has worked with Vodafone Portugal and AT&T.

"Telefonica has long recognised there is a tremendous opportunity for mobile network operators (MNOs) to extend their capabilities into the realm of mobile advertising and marketing,” said Jose Luis Casas, Telefónica’s recently appointed Global Director of Advertising.

“Aquto's innovations in sponsored data rewards takes our MNO monetisation strategy to the next level.

“In a world where users have smartphones and everybody relies on cellular connectivity, Aquto's platform gives us the ability to use data rewards as a universal currency."

The Aquto deal follows a similar agreement Telefónica signed with Datami in February, which again focused on Latin America.

Having trialled the offering in Brazil, the two companies said in April it was expanding to Costa Rica, El Salvador, Guatemala, Nicaragua and Panama.

Casas told European Communications last week that sponsored data initiatives are performing well in South America but that the operator is “cautious” about bringing them to Europe.

Sponsored data is one of the three main pillars of Telefónica’s advertising strategy, which also includes programmatic advertising and A2P messaging.

More News

Iliad enters content game in France, finally launches Italian mobile business Iliad enters content game in France, finally launches Italian mobile business Iliad has acquired football rights in France and launched its opco in Italy as it looks to reboot after a disappointing set of financial results. More detail
Three UK appoints new CCO, CFO Three UK appoints new CCO, CFO The departure of Three UK's Chief Commercial Officer after just 18 months in the job has triggered a shake-up of the mobile operator's top team. More detail
TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk has agreed to sell 80,000 business customers to rival Daisy Group in a £175 million deal. More detail
A1 Telekom Austria Group rebrand reaches Bulgaria A1 Telekom Austria Group rebrand reaches Bulgaria Bulgaria is the third A1 Telekom Austria Group opco to get rebranded as the telco looks to market itself as a provider of "advanced" IT, IoT, cloud and content services. More detail
Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services has expanded its work with Dobroflot by developing a customised IoT solution for the Russian fishing company. More detail
    

 

European Communications is now
Mobile Europe and European Communications

  

From June 2018, European Communications magazine 
has merged with its sister title Mobile Europe, into 
Mobile Europe and European Communications.

No more new content is being published on this site - 

for the latest news and features, please go to:
www.mobileeurope.co.uk 

 

@eurocomms