Abstract: With the popularity of smartphones and booming development of Internet applications, more and more enterprises start to carry out cooperation in sponsored data with telecom operators, in order to stimulate user growth and maintain relationship with their own customers In recent two years, contribution of sponsored data revenue from the group customers has increased very fast while contribution of enterprise SMS has become gradually declining This paper tries to reveal the relationship between the two with econometric model, and  result shows that sponsored data has a significant substitution effect on enterprise SMS This trend is irreversible in the future, and sponsored data is so important in the growth of information communications technology, so three suggestions are put forward: firstly, create a trading platform of sponsored data; secondly, promote the platform operation of sponsored data; thirdly, develop applications which require more sponsored data

Key words: enterprise SMS, sponsored data, substitution effect, cointegration test, VAR