Telkomsel, Berniaga - Success Story
Telkomsel, Berniaga and Sponsored Web Pass
Opera Software and TIM Brazil have been working together since 2010 to bring the full web experience to TIM Brazil customers through the Navegador TIM mobile browser, based on Opera Mini.
Telkomsel is the largest mobile phone operator in Indonesia, with 64 million active users. Opera Software and Telkomsel have been working together since 2009 to bring the full web experience to Telkomsel customers through a co-branded version of Opera Mini. In late 2013 Telkomsel began offering its users easy-to-understand, low-cost internet packages to get online from their mobile phones via Opera Web Pass. Less than a year later, Telkomsel extended this offer to include “free Internet for 3 hours” web passes that were sponsored by Berniaga, Indonesia’s premier marketplace for buying and selling online, and powered by Opera’s Sponsored Web Pass platform.
Opera Software, Telkomsel and Berniaga: Bringing no-cost internet access to consumers in Indonesia
In late 2013, Telkomsel launched Telkomsel Web Pass, which was powered by Opera Software’s Opera Web Pass solution, This simplifies mobile data offerings into understandable and afford- able mobile internet packages by using the existing capabilities of the Opera Mini platform, such as data compression and the zero-rating of mobile traffic. In June 2014, Telkomsel teamed up with Opera once again to offer “free Internet for 3 hours” by allow- ing Berniaga— Indonesia’s leading online classifieds portal* — to sponsor 3 hour internet passes to Telkomsel’s customers. Due to the success of this campaign, Berniaga decided to invest in a second Sponsored Web Pass campaign in November 2014.
By sponsoring the cost of consumers’ internet use for 3 hours, Berniaga was able to get its brand in front of Telkomsel’s customers in an extremely positive light — providing consumers with free access to the internet, while at the same time promoting their website and driving traffic to it. To start using the free 3-hour pass, consumers had only to click on the Speed Dial promotional link within Telkomsel’s co-branded Opera Mini browser, confirm, and then start browsing.
By giving users a free taste of the internet, and then by presenting these users with easy-to-understand, affordable mobile internet packages after the sponsored pass expired, Telkomsel was able to retain these new mobile internet users and turn them into paying mobile data subscribers. Berniaga, in turn, benefitted from increased brand awareness and a large boost in targeted traffic to their website.
Telkomsel set the following goals for the Berniaga Sponsored Web Pass campaign:
- Create awareness and interest around Sponsored Web Pass and mobile internet usage.
- Attract new mobile internet users and turn them into paying mobile-data subscribers.
Berniaga set the following goals for the Sponsored Web Pass campaign:
- Boost brand awareness.
- Drive traffic to their online classifieds portal
- Remind people of their portal
Creating a buzz
To boost awareness and interest around the Berniaga Sponsored Web Pass, Telkomsel and Opera carried out the following promotional tactics:
- Promotion via Opera Mini’s built-in promotional real estate— Speed Dial entries, banners and onboarding pages—provided users with a direct link to a campaign page, from which users could access the “free internet for 3 hours” Web Pass sponsored by Berniaga.
- The onboarding page provided information to the consumer about the “free Internet for 3 hours” offer sponsored by Berniaga.
- When users selected the “Berniaga Gratis” web pass, they could start 3 hours of surfing the internet from their mobile phones at no charge.Throughout the 3 hour period, users were presented with different ad interstitials from Berniaga that promoted mobile phones, motorcycles and other ads on their portal.
After the 3 hour period for the Sponsored Web Pass was over, consumers were presented with the ability to continue by purchasing affordable paid web passes to continue browsing from their mobile phones. This gave Telkomsel the possibility to turn previous non- data users into actual paying data users.
By sponsoring “3 hours of free internet” web passes, Berniaga was able to promote its brand in an inconspicuous way, while driving large amounts of traffic to its portal, in addition to associating itself
with something extremely positive in the eyes of the consumer: free access to the internet.
During the campaign period, 88% of the users who visited Berniaga’s website through the Sponsored Web Pass were either new or previously infrequent visitors. This allowed Berniaga to reignite old customer relationships, as well as build new ones. The campaign resulted in a user acquisition rate of 7.5%, more than double the rate of a normal campaign result for Berniaga. Berniaga’s website became so popular that it moved up to second place in the most popular domains on Telkomsel’s version of Opera Mini.
Opera’s Sponsored Web Pass makes it possible for operators to partner with local advertisers and content providers in a mutually beneficial partnership. Advertisers benefit from an increase in brand awareness, gaining access to relevant information about their end users, while driving traffic to their website or getting users to down- load their app. Operators are able to provide free internet to their customers as an incentive to attract new mobile-data users, while increasing their data plan revenues by participating in ad- revenue monetization.
Interested in learning more about how you can team up with local partners to offer your customers sponsored internet access with Sponsored Web Pass from Opera?
Check out: www.operasoftware.com/products/operators/sponsored-web-pass.
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