Opera Web Pass DiGi case study

Opera Web Pass DiGi case study 1 Opera Web Pass - DiGi case study

2 Opera Web Pass - DiGi case study

Executive summary DiGi is one of the biggest mobile operators in Malaysia, as part of the global telecommunications provider Telenor Group. As part of its strategy of making the mobile internet accessible to everyone, regardless of which mobile phone or platform used, DiGi teamed up with 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. DiGi set out to achieve the following goals: Create mobile internet awareness among its user base. Make it 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 to long term paying customers, thereby increasing data ARPUs. Encourage repeat usage of mobile internet services. DiGi was successful in achieving these goals within a very short time span using Opera Web Pass. Achievements included the following: Distribution of over half a million free and paid web passes to its user base. A very low checkout-abandonment rate and an overall checkout success of 77%+ 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 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. 3 Opera Web Pass - DiGi case study

and DiGi: Breaking down barriers to access the mobile internet in Malaysia Since the beginning of and DiGi s partnership in May 2011, the number of people using Opera Mini in Malaysia has grown by over 200% 1). Taking advantage of the strong popularity of Opera Mini already in place, the two companies decided to strengthen their partnership further in September 2012 by introducing DiGiLive Web Pass a new, compelling and user friendly way of packaging access to the internet. Snapshot: Malaysia* Population: 28,318,000 Mobile penetration: 34,456,000 Fixed-line penetration: 4,573,000 Opera Mini unique-user growth since July 2011: 152 % Opera Mini page-view growth since July 2011: 321 % Opera Mini data-usage growth since July 2011: 241 % *From SMW July 2012, http://www.opera.com/smw/2012/07/ Working together to lower mobile internet barriers Background As the pioneer of digital mobile-communication services in Malaysia, DiGi continues to be a gamechanger for the telecommunications industry, constantly striving to make the best user experience on the mobile phone. DiGi and 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 September 2011, DiGi s market share in Malaysia had grown from 32% to 38%. Mobile internet barriers to entry in Malaysia User experience Checkout typically involves many steps. Primitive interfaces are error prone (USSD/SMS). Obscure and confusing terminology. General lack of knowledge. Negative perceptions (too expensive). 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 s new product offering, Opera Web Pass, DiGi was able to offer its customers easyto-understand, relevant mobile internet packages at affordable prices. and DiGi: Revolutionizing mobile internet access in Malaysia In September 2012, DiGiLive Web Pass was launched giving DiGi customers more flexible and affordable options for accessing the internet on their mobile phones. DiGiLive Web Pass launch packages Daily internet pass at RM2/day Hourly internet pass at RM1/hour Daily Facebook pass at RM1/day Hourly Facebook access at RM0.50/hour To drive interest in its new mobile internet services, increase its subscription base and, in turn, increase the uptake of people accessing the internet from their mobile phones in Malaysia, DiGi carried out the following marketing and promotions: 1 http://www.opera.com/press/releases/2012/11/19 4 Opera Web Pass - DiGi case study

Online campaign on its website displaying information regarding the service including an FAQ: Unlimited daily package for free from December 7-9, 2012 Facebook promotion offering one-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 and a one-hour-free Facebook campaign in January 2013, which was promoted via Opera Mini s Speed Dial, dual-feature box and Smart Page text link 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. 5 Opera Web Pass - DiGi case study Opera Web Pass - DiGi case study 5

Results to date (Feb 2013) By incentivizing use through a free Facebook hourly web pass for the entire month of January, 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 half a 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 77% 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 their web pass campaigns easily, allowing them to segment and target their user base more efficiently with tailored web pass offerings, thus improving the overall user satisfaction and profitability. Learn more about DiGi at www.digi.com.my/. 6 Opera Web Pass - DiGi case study

7 Opera Web Pass - DiGi case study

Oslo, Norway (Headquarters) ASA Gjerdrums vei 19 0484 OSLO Norway Tel: +47 23 69 24 00 Fax: +47 23 69 24 01 Linköping, Sweden S:t Larsgatan 12 582 24 Linköping Sweden Tel: +46 13 479 11 00 Warsaw, Poland Poland Al. Niepodległości 69 02-626 Warsaw Poland Beijing, China Rm. 0932/33/35, Tower C, Chaowai SOHO #6 Chaowai Street, Changyang District 100020, Beijing China Tel: +86 10 5869 2668 Fax: +86 10 5869 2644 Göteborg, Sweden Västra Hamngatan 8 SE-411 17 Göteborg Sweden Wrocław, Poland International ul. Szewska 8 50-122 Wrocław Poland Tel: +48 71 71 960 00 Seoul, Korea 11F, POSCO Center Bldg., West Tower, Daechi-dong 440 Teheran-ro, Gangnam-gu, Seoul 135-777 Korea Tel: +82 2 559 0630 Fax: +82 2 559 0700 Stockholm, Sweden c/o Kitts Kontorshotell Drottninggatan 71C 111 36 Stockholm Sweden Saint Petersburg, Russia, LLC prosp. Primorskiy 54-1-A 197374 St. Petersburg, Russia Tokyo, Japan ORIX Meguro bldg 10F 1-24-12 Meguro, Meguro-ku Tokyo 153-0063 Japan Tel: +81 3 5435 8010 Fax: +81 3 5435 8011 San Mateo, USA 1875 S. Grant Street, 8th floor San Mateo California 94402 Tel: +1 650 625 1262 Fax: +1 650 625 8470 Taipei, Taiwan International 3F., No.423, Ruiguang Rd., Neihu District, Taipei City 11492 Taiwan R.O.C. Tel: +886 2 2659 7808 Fax: +886 2 2659 8538 Melbourne, Australia Australia Pty Limited Level 50/120 Collins St Melbourne, Victoria, 3000 Australia For more info, please contact us via: www.opera.com/business/contact/ or contact-us@opera.com. 8 Opera Web Pass - DiGi case study Opera,, Opera Mini, and the O logo are trademarks of ASA. All other marks are the property of their respective owners. 2013 ASA.