According to Syniverse, a global provider of technology and business services to telecom industry, mobile data sponsorship in Asia is expected to present industry stakeholders with a business opportunity worth $6 billion by 2019.

In the sponsored-data model, companies sponsor usage for specific content on behalf of subscribers of various mobile service providers, allowing subscribers to access this content without being charged for the usage. As per a survey conducted by Syniverse, consumers want to use more data along with richer mobile engagement, and operators and content providers are missing out on the revenue that this usage could deliver. Keeping this in view, there is a strong business case for operators and content providers to consider sponsored-data plans as a way to drive revenue as well as consumer engagement.

The survey commissioned by Syniverse covered 3,500 people in seven countries across Asia. The survey was aimed at better understanding Asian consumers’ receptiveness to sponsored data offerings. Following are the key findings of the survey:

About 62 per cent respondents are willing to accept branding of content and advertising in return for free data

About 49 per cent respondents willing to accept coupon offers from sponsors

About 42 per cent respondents would accept offers from entertainment providers

About 31 per cent respondents are open to accepting offers from bars, restaurants and cafes

About 29 per cent of respondents willing to accept offers from travel companies

Syniverse concludes that the key to unlocking the potential of mobile data sponsorship, however, lay in sponsors’ and operators’ ability to work together to come up with highly personalised offers to meet individual user expectations and requirements for engagement.