Mobile devices may obtain applications from an application market infrastructure. The applications may consume data from a data allocation that has been purchased from a mobile data provider. A user may assign a sub-allocation of the data allocation with a specific application, for use by the application. When the sub-allocation is depleted, the application may alert the user and also give the user an opportunity to purchase additional data. If the user accepts an offer to purchase additional data, the application calls the application market infrastructure to process a purchase transaction for the additional data. The application market infrastructure interacts with the user to complete the transaction and then instructs the mobile data provider to allocation additional data to the mobile device of the user, which is then added to the sub-allocation associated with the application.