From now on brands with mobile apps can start building a real world footprint of their users on preselected networks.
What will the ecosystem bring you as an app partner?
Allow paid media on your app.
Leverage data from all contributors in the ecosystem. (if permitted)
Mobile user real world behaviour data collection.
Deepen the relationship with your users (i.e gamification, dialogue…).
One shared network:
Low investment, maintenance and risk.
Economies of scale; create a new revenue stream.
Reduced fragmentation, better quality of data and shared learnings.
The future potential of an ever-expanding open network (ecosystem).