Telefónica strikes Aquto deal for sponsored data offers

By:
James Pearce
Published on:

Deal between Telefónica and US firm Aquto will see the likes of Coca Cola sponsor free data for its customers across the globe

Telefónica has struck a global partnership with Aquto, a specialist in sponsored data, to offer connectivity to its customer base sponsored by a number of corporations.

The partnership will see Telefónica's customers gain access to additional data allowances as a reward for tasks, such as filling out surveys, on behalf of partners that include the likes of Coca-Cola.

Telefónica has already trialled the technology in Mexico through subsidiary Movistar, but the Spanish operator will also deploy the technology in other Latin American countries, with other regions to follow.

US-based Aquto already works with the likes of Vodafone and AT&T, while it counts the likes of Disney, Expedia and ~Toyota among its customers. Coca-Cola, Banco Azteca, EasyTaxi and Mondelēz International have already signed up to Movistar’s offering.

"We're excited to work with Telefónica, whose global operations reach over 170 million subscribers worldwide. Movistar Mexico was the first Telefónica property to deploy, thereby extending our reach to over 90% of mobile subscribers in the country," said Susie Kim Riley, founder and CEO of Aquto. 

"We are also honored to be working with some of the biggest brands – in a world where connectivity is essential to our lives, our brand partners' willingness to give back to consumers through mobile data sponsorships is truly unique and visionary."

It is the latest example of mobile operators developing zero rated data offers as telcos look to establish ways to differentiate themselves from their rivals.

Last week saw a raft of UK operators, including Virgin Media and EE, unveiled zero rated offers.

"Telefónica has long recognized there is a tremendous opportunity for mobile network operators (MNOs) to extend their capabilities into the realm of mobile advertising and marketing. Aquto's innovations in sponsored data rewards takes our MNO monetization strategy to the next level," said Jose Luis Casas, global director of advertising at Telefónica. 

"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."