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AT&T Introduces 'Sponsored Data' to Allow Businesses to Cover Cost of Mobile Data Downloads

(http://cdn.macrumors.com/article-new/2013/11/attlogo.png)AT&T today announced a new Sponsored Data program (http://www.att.com/att/sponsoreddata/) to allow its customers to download content or apps over cellular data, with businesses picking up the cost of the data -- that is, downloads won't affect the users' monthly wireless data plan allotment.
 
 The system, which works similarly to toll-free 800-numbers, was originally rumored (http://www.macrumors.com/2012/02/27/att-working-on-system-to-allow-app-devs-to-pay-for-customers-data-usage/) nearly two years ago.
 
 According to AT&T, the service will allow companies to sponsor data use across a number of industries including healthcare, retail, media and entertainment, and financial services, and giving a number of possible use cases in its press release (http://www.att.com/gen/press-room?pid=25183&cdvn=news&newsarticleid=37366) announcing the program:
 

- Encouraging customers to try a new smartphone or tablet app.
 - Promoting movie trailers or games.
 - Providing patient healthcare support via wellness videos.
 - Encouraging customers to browse mobile shopping sites.
 - Allowing businesses with ‘Bring Your Own Device’ policies to pay for the data employees use for specific business-related apps and services.
 - Enhancing customer loyalty programs by providing sponsored data access to products and services.

For users, the program will be nearly invisible, with post-paid customers receiving automatic access to Sponsored Data when on AT&T's domestic wireless network. Prepaid customers will not be able to use the Sponsored Data program.
 
 U.S. cellular carriers have been in something of a marketing war in recent months, particularly between T-Mobile and AT&T. Recently, AT&T began a new promotion to offer up to $450 (http://www.macrumors.com/2014/01/03/att-hits-back-at-t-mobile-with-up-to-450-in-credits-for-switchers/) in credits to customers that switch to it from T-Mobile.
 
 The new sponsored data program, if widely adopted, could reduce user concerns over data usage, particularly after AT&T has moved aggressively (http://www.macrumors.com/2012/09/12/atts-grandfathered-unlimited-data-plan-customers-get-5gb-on-lte-before-being-throttled/) to wean customers off of its unlimited data plans.
 
 
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Source: AT&amp;T Introduces 'Sponsored Data' to Allow Businesses to Cover Cost of Mobile Data Downloads (http://www.macrumors.com/2014/01/06/att-introduces-sponsored-data-to-allow-businesses-to-cover-cost-of-mobile-data-downloads/)