In the USA, there is a lot of debate over zero rating content and sponsored data breaking net neutrality laws. One argument for sponsored data is that it can be used as a subsidized access service by companies in the same way as a 1800 number is a free call paid for by the company you are ringing.
Sponsored data companies in the US are still walking on eggshells waiting on a definitive outcome/ruling from the FCC on the legality of zero rating/sponsored content. As a result, rather than launching a full blown sponsored data offering they are only focusing on limited services.
By signing up banks and insurance companies as their first major customers in the US, they can continue to push the argument that they are providing a service in the same way as 1800 numbers. Banks and insurance agencies get the benefit of better customer engagement, better use of advertising spend than banner advertising, increasing access for customers, customer analytics, and a competitive advantage over companies who don't sponsor content.
There has been a lot of negative attention surrounding T-Mobile's Binge On service for example.
Note that the Syntonic + AT&T - Pokemon Go promotion was a bit of an anomaly, as it was not paid for by Nintendo or Niantic, it appears to have been paid for fully by Syntonic as advertising for the Freeway/CSP platform.
SYT Price at posting:
3.0¢ Sentiment: Buy Disclosure: Held
