Patent ID: 8254880

Claim:
A method comprising: receiving a request for a service from a mobile terminal of a communication recipient; determining a resource requirement for provision of the service to the mobile terminal, wherein the resource requirement is indicative of a cost to deliver the service to the mobile terminal, determined by: identifying a size of the service; identifying a data plan of the recipient; and calculating the cost to deliver service to the mobile terminal based on the identified size of the service and the identified data plan of the recipient; if the service is a sponsored service, determining for a sponsored service a sponsoring value for sponsoring provision of the service to the mobile terminal based on sponsoring rules, wherein the sponsoring value represents an amount of money which a sponsor is willing to pay to subsidize the delivery of the service to the mobile terminal and the value varies depending on a profile of the recipient; and sponsoring the provision of the service to the mobile terminal if the sponsoring value of the communication recipient meets a predetermined level in relation to the resource requirement, wherein the resource requirement is indicative of a cost to deliver the service to the mobile terminal and the sponsoring value is indicative of an amount which a sponsor is willing to subsidize the delivery of the service to the mobile terminal.