Grameenphone and Opera Mini

Grameenphone Opera Mini Zero Campaigns

Grameenphone and Opera Mini

Grameenphone and Opera Software have been working together since 2011 to bring Opera Mini to the people of Bangladesh. In 2013, Grameenphone leveraged the popularity of websites such as Facebook and Wikipedia by offering free access for its mobile subscribers to popular websites through a co- branded version of Opera Mini.By zero-rating Facebook and Wikipedia, and making usage of these sites free to users, Grameenphone was able to incent their users to become more social and spend more time online using the co-branded version of Opera Mini as their gateway to the worldwide web.

Background 

Unlike many other developing countries in which access to the internet originated on desktops in internet cafes, or at work, school or home, Bangladeshis have been introduced to the internet predominantly through their mobile phones. With a population of 160 million, in which 110 million have a mobile phone subscription and approx. 36.5 million are already accessing the internet (with an estimated 95% of those connecting through their mobile phones), the potential for bringing the mobile internet to the rest of the Bangladeshi population is huge, especially when Opera Mini works on almost any data-enabled mobile phone.

Growing users and data usage: Zero-rating Facebook and Wikipedia

Grameenphone is the leading telecom operator in Bangladesh with the largest mobile phone customer base and the widest network coverage. Because of the lack of proper broadband infrastructure, the majority of internet users in Bangladesh access the internet through their mobile phones.

To find out how they might encourage more people to get online and in turn browse more, Grameenphone wanted to delve deeper into the minds of their subscribers, and those of potential future subscribers, to find out what mattered most to them. By employing incentive campaigns using zero-rating of popular websites such as Facebook and Wikipedia, Grameenphone was able to offer subscribers a true incentive to become more social online, and, in turn, browse more from their mobiles using Opera Mini as their gateway to getting online.

In order to avail themselves of the free use of Facebook and Wikipedia, users had to access both websites through the campaign Speed Dial entries that were accessible only through the Grameenphone ́s co-branded Opera Mini browser during the campaign period. By clicking on the “Facebook Zero” or “Wikipedia Zero” campaign Speed Dial entries, users were provided with full access to their Facebook accounts, allowing them to post updates and like, and share content, as well as to explore and attain knowledge on Wikipedia.

By zero-rating both Facebook and Wikipedia websites Grameenphone made it possible for its customers to use these popular social media and knowledge services at no additional cost against their prepaid or postpaid data bundle, and allowed the operator to engage reluctant data consumers with no-risk, popular content. Grameenphone used a multi-channel marketing approach to promote its campaign, using online, social-media, SMS and print ads. Grameenphone leveraged the popularity of social media sites such as Facebook and Wikipedia.

Key components: “Facebook zero” and “Wikipedia zero” campaigns

  • Key Message: “Say goodbye to loneliness with free Facebook Browsing!” “Wikipedia zero – knowledge is for free!”

Primary marketing channels:

  • Full-page print ads
  • Retail push with leaflets & posters
  • SMS & USSD push
  • Social-networking push on Grameenphone Facebook page
  • Online & mobile advertising from Opera

Campaign results

By incenting its users to browse for free on Facebook and Wikipedia, Grameenphone encouraged them to get online more using the co- branded version of Opera Mini as the gateway to the internet. The proof of the success of the campaigns is in the results. During the campaign period, Grameenphone ́s Opera Mini co-branded users rocketed by 74%.

During the campaign Grameenphone saw an overall increase in the amount of time spent online and data consumed with an increase of 160% in overall data consumption and a 50% increase in average data consumed per user. By making certain websites available for free during the campaign Grameenphone were able to “handhold” users from being a free user to a paid user with the introduction of affordable data plans after the campaign was over.

Opera Mini is one of the most popular mobile browsers in the world. Helping to connect the unconnected, Opera Mini makes it possible for people to access the internet via their mobile phones on almost any data-capable phone, all over the world. Opera Mini is a sophisticated, adaptable product that enables operators to offer compelling pricing plans and incentives for mobile browsing, with the support from Opera Software’s expertise in Opera Mini promotion and marketing campaigns to inform and gain market traction.

For operators, Opera Mini offers a solution that meets their own needs as well as their users’. 

Grameenphone Opera Mini Zero Campaigns

Download the pdf file here.