AT&T Inc. (T) announced the introduction of “sponsored data” on January 6 that will allow developers and other companies to deliver content to consumers on their mobile devices, over and above their data caps.
Data consumption has increased with growing use of smartphones and tablets, and over recent years, carriers have increasingly grappled with traffic congestion on their networks. Recent shifts towards 4G LTE have caused demand to sky rocket as content becomes increasingly mobile, driven by social media and on-the-go entertainment.
AT&T and Verizon Communications Inc. (VZ), the two biggest carriers in the country do not currently offer unlimited data usage on their networks. The two smaller rivals, Sprint Corp. (S) and T-Mobile US (TMUS) on the other hand, currently offer unlimited data plans over their networks but are limited in the number of markets they operate in.
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