Opera Web Pass

Opera Web Pass
DiGi CASE STUDY
DiGi is one of the largest mobile operators in Malaysia and part of the global telecommunications
provider Telenor Group.
As part of its strategy of making the mobile internet accessible to everyone, regardless of mobile
phone or platform used, DiGi teamed up with Opera Software to provide its customers with a more
affordable and easier way to access the internet with mobile phones, through the popular Opera Mini
browser.
In September 2012, DiGi launched the DiGiLive Web Pass, targeting users who wished to access the
internet on their mobile phones without incurring huge internet charges.
Opera Software and DiGi: Breaking down mobile
internet access barriers
DiGi and Opera Software first joined forces in May 2011 to
launch a co-branded version of Opera Mini. Results were almost
immediate, with significant user and traffic growth being recorded
over the preceding months, and, by the end of 2013, DiGi´s market
share in Malaysia in terms of Opera Mini users had grown from
32% to 38%.
DiGi is constantly seeking ways to improve the mobile internet
experience for its customers. By leveraging the existing capabilities of the Opera Mini platform and Opera Software´s new product
offering, Opera Web Pass, DiGi was able to offer its customers
easy-to-understand, relevant mobile internet packages at affordable prices.
DiGi set out to achieve the following goals:
• Create mobile internet awareness among its user base.
• Make it exceptionally easy to sign up for data services.
• Experiment quickly with various packages, pricing and
promotions.
• Turn first-time users who try internet services at a subsidized price into long-term paying customers, thereby increasing data
ARPU.
• Encourage repeat usage of mobile internet services.
Results
DiGi was very successful in achieving its goals within a very short
time spand by using Opera Web Pass.
Achievements included the following:
• Distribution of over 4.6 million free and paid web passes to its user base.
• A very low checkout-abandonment rate and an overall check-
out success rate of 85%+ among users with sufficient funds, due to a highly desired product and a streamlined checkout process.
• Easy setup and teardown of promotions such as a free
Facebook Hourly Pass and a free 1-hour Twitter Pass over a limited time, due to the quick and easy configuration capabilities for packaging, pricing and promotion.
• Up to 52% of the users who bought a web pass are repeating one or more web pass purchases within the same month.
Opera, Opera Software, Opera Mini, and the “O” logo are trademarks of Opera Software ASA. All other marks are the property of their respective owners. © 2014 Opera Software ASA.
Mobile internet barriers to entry in Malaysia
User experience
• Checkout typically involving many steps
• Primitive interfaces error prone (USSD/SMS)
• Obscure and confusing terminology
• General lack of knowledge
• Negative perceptions (too expensive)
Opera Software and DiGi: Lessons for marketing
easy mobile web access
To drive interest in its new mobile internet services, increase its
subscription base and, in turn, increase the number of people
accessing the internet from mobile phones in Malaysia, DiGi carried
out the following marketing and promotions:
• Giveaways of unlimited daily packages for free in late 2012.
• Facebook promotion that offered 1 hour of free Facebook
access for the entire month of January 2013.
• SMS-push campaign to existing DiGi data users.
• A free, one-day web pass campaign on DiGi day, promoted via Opera Mini’s Speed Dial, the dual-feature box and a Smart Page text link.
• 2 full days of unlimited internet for the price of 1 day (at a cost of 1RM)
DiGi monitored the effect of these campaigns to evaluate which
campaigns worked, which, in turn, gave them huge flexibility in price
optimization, as well as a shorter go-to-market timeline.
Results to date
By incentivizing use through a free Facebook hourly web pass for
the entire month of January 2013, DiGi managed to increase the
uptake of paid web passes significantly after the promotional period
was over. This resulted in a 65% increase of average number of
transactions per day and a 56% increase in average revenue per
day.
Strong growth
Since launching in September 2012, over 4.6 million free and paid
packages have been distributed.
High retention rate
DiGi has found that up to 52% of the users who bought a web pass
are repeating this process one or more times a month.
Facebook on top
The most popular paid web pass was the Daily Facebook pass.
Frictionless purchase
Over 85% of users who started the checkout process to purchase
a web pass, and had sufficient funds to purchase the product,
successfully completed the process.
Conclusion
By packaging the internet in a straightforward and affordable way,
DiGi has been able to lower entry barriers for new users significantly,
while increasing mobile internet usage and retention among its
existing customer base.
Going forward, by using the market intelligence and analysis provided
by the Opera Vending Platform, DiGi has the flexibility to optimize its
web pass campaigns easily, allowing them to segment and target
its user base more efficiently with tailored web pass offerings, thus
improving the overall user satisfaction and profitability.
Opera, Opera Software, Opera Mini, and the “O” logo are trademarks of Opera Software ASA. All other marks are the property of their respective owners. © 2014 Opera Software ASA.