Telefonica has revealed plans to give customers extra data in return for watching ads from sponsors or taking part in surveys.
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Rosen says the company is about to pilot the idea of sponsored data but hasn’t revealed where it will test the concept. The carrier operates in the UK as O2 – but it’s in talks to sell that network – as well as other European markets, Latin America and China.
The idea is that a brand might, for example, sponsor an extra 1GB of data in exchange for you filling in a survey or spending time watching a video. Obviously the concept would make a lot of sense in countries where data is the most expensive but Rosen says the company will trial it in developed markets too.
➤ O2 parent Telefonica trials brand-sponsored data plans [Marketing]