The latest data plan launched by Verizon Communications Inc. (NYSE: ), ‘FreeBee’ is designed for corporate sponsorship. The data plan is tiered, allowing customization for business requirements. Such sponsored data plans are notified by a ‘bee icon.’
Free data plans Growing
FreeBee plan rolled out by Verizon is not the first in the industry. T-Mobile US Inc(NASDAQ:TMUS) already offers sponsored data plans, but does not charge its customers for the same.
Verizon Communications Inc. (NYSE:VZ) on the other hand, provides the privilege for a fee. The tiered sponsored data allows businesses options.
The first sponsorship option is the simple display to of their logo, alongside songs or videos of third-party, providing a simpler alternative for brand-display.
The second option is considered the innovative solution to data plan sponsorship.
In the second level of sponsorship option, Verizon Communications Inc. (NYSE:VZ) allows larger content display, typically provided by the corporate or business. This type of sponsored data is akin to ‘free shipping’ according to the Vice President of Consumer Products, Colson Hillier, at Verizon.
He explains that one instance of such a sponsorship could well be the NBA game or even a Netflix, Inc. (NASDAQ:NFLX) program. He clarified that the company has not concluded any such sponsorship deal for data plans but is willing to explore such opportunities.
Expensive NFL games
Currently users of Verizon are able to stream NFL games LIVE. But users find it a challenge because they could exceed their monthly data plan. Hence, it would work to a corporate’s favour, if they chose to sponsor entire data plans such as the game or the NFLX program.
Verizon Communications Inc users too would not be averse to such sponsorship.
Hillier suggested that the opportunities to sponsor such ‘high affinity’ content, especially on TV shows is high for marketers and should be exploited.
Why data sponsorship?
T-Mobile US Inc(NASDAQ:TMUS) and now Verizon Communications Inc. (NYSE:VZ) are exploring monthly data plan sponsorship. Both the players want to leverage their connectivity platform for revenues. They expect both providers of content as well as consumers to use the services for a charge. Such sponsorships are highly lucrative as most content consumption shifts to mobile-based streaming.
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