Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

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1 Mid-Year Review February 20, 2013 1

Transcript of Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

Page 1: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

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Mid-Year Review

February 20, 2013

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Page 2: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

2Agenda

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1. Program Vision

2. Program Strategy

3. Year-To-Date Snapshot

4. Highlights

5. What is Wikipedia Zero (product)?5. What is Wikipedia Zero (product)?

6. What We Learned

7. Where We’re Going

8. Beginning of a Movement

9. Measuring Success

10. Open Questions

11.What We Need

Page 3: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

3Program Vision

� Imagine a world in which every single person

on the planet is given free access to the sum

of all human knowledge

3

7 billion 2.2 billion 6 billion

Mobile subscribersInternet UsersThe Planet

Page 4: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

4Program Strategy

� Breakdown barriers. Start with cost

� Focus on people that need access the most �

Developing countries

� First sign up Mobile Operators with the greatest reach

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� First sign up Mobile Operators with the greatest reach

� Partners willing to work with us

� Start with large parent companies but deliberately

launch with smaller affiliates to test

� Scale out to larger affiliates and extend program to

support smaller partners

Page 5: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

5Year-to-Date - Access

� Partner access closing in on 410 million subscribers

70 135 25 100 80 410+ + + + =

5

TBA

� 12 countries launched, reaching 69 million

– Most recent: Botswana, Feb 6th (1 million)

– Next up: Russia (56 million)

70 135 25 100 80 410+ + + + =

Page 6: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

6 6Year-To-Date: Overall Program

Growth

2,000,000

2,500,000

3,000,000

3,500,000

Inflection

point :

traction

0

500,000

1,000,000

1,500,000

2,000,000

Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13

STC

Launch

Tunisia and

Uganda Launch

Thailand

Launch

Free Page Views

Kenya

Launch

Page 7: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

7Year-to-Date: Partner Growth

� From launch through October, partner page views grew

at 2X (weighted average of 31.1% vs 15.0%) rest of

same-country traffic

7

Note: See Appendix for input data

Page 8: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

8Year-to-Date: Partner Growth

� Against All Wikipedia Mobile, partner growth is larger

First Month First 3 months

Wikipedia Zero Partner Avg +19% +78%

+6% +14%

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– Note: Global mobile used as comparison as country totals after Oct 2012 not yet available

All Wikipedia mobile +6% +14%

Note: Rest of Wikipedia denotes mobile page view growth monthly average (Jun 12 –

Jan 13) and 3-month average (Jun 12 – Jan 13)

Page 9: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

9Highlights

� Overcoming Tech Challenges

� Globalizing the Wikipedia Mobile Experience

� Public Endorsement and Media Traction

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� Country Success Stories

� Realtime Reporting

Page 10: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

10 Highlights - Overcoming Tech

Challenges

� Quality and Stability improvements

– Behavior varies depending on which mobile

operator used

– Going from Alpha to Production

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– Going from Alpha to Production

– 2 months to 2 weeks

Page 11: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

11Highlights - Opera Mini Issues

� Opera Mini widespread in developing world

– 300M users

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– 30% of Wikipedia mobile traffic in global south

– 43% of all Wikipedia mobile traffic in Africa

– Partners like Digi Malaysia are exclusively Opera

� Didn’t work with Wikipedia Zero

Page 12: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

12Highlights - Opera Mini Issues

� Couldn’t identify partner traffic

� Troubleshooting problem remotely

– Worked fine in-house

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– Months to resolve this issue

– Partners acted as beta testers

Page 13: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

13 Highlights - Globalizing the Mobile Experience

� Enabled language selection on

homepage to cater to bilingual

nature on developing countries

screenshot

13

Standard landing

experience in Tunisia

Wikipedia Zero landing

experience in Tunisia

200000

300000

400000

500000

Others

English

Arabic

French

� Effectively drives growth in local language (Arabic) usage

Jun 2012 Jan 2013

Partner Page

Views – Orange

Tunisia

Note:

17% 25%

Page 14: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

14 Highlights - Public Endorsement and Media Traction

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Note: See more at https://wikimediafoundation.org/wiki/Press_Coverage_of_Wikipedia_Zero

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15 Highlights - Country Success

Stories� Orange Kenya grew at 49% for first four months

following launch vs. 17% for rest of Kenya

60%

70%

Orange Kenya

15

-20%

-10%

0%

10%

20%

30%

40%

50%

July August September October

Page View

Growth

Orange Kenya

Rest of Kenya

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16 Realtime Reporting

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17Wikipedia Zero user experience17

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18Wikipedia Zero user experience18

DEMODEMO

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19What we learned on users

� Difference in user behavior

– % that use data

– Smartphones ≠ data usage

� Lower PV’s per user of Wikipedia

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� Lower PV’s per user of Wikipedia

� Growth takes time

� Uniques aren’t coming back

� Lack of awareness and/or understanding of Wikipedia

Page 20: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

20What we learned on users

� Why our estimates were off: Percentage that use data

is smaller in our partner countries than developing

country average

13% 10%

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Source: GSMA 2013 Forecast for Africa (54 mobile internet connections / 520 mobile

connections). Note: China brings up the average for developing country total.

13% 10%Percent of developing

country mobile subscribers

who use data (Annual Plan

assumption)

Percent of mobile subscribers

in Africa who use data

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21What we learned on users

35% 20% 12%

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� Why our estimates were off: Wikipedia usage amongst internet

users is much, much less currently in developing country mobile

� User behavior can vary greatly by country

– For example, the impact of “free” in Cameroon vs Uganda

Source: Africa & Asia statistic from Opera analysis (Sept 2012)

35% 20% 12%Percent of global

internet users that

read Wikipedia

(Comscore)

Percent of mobile

internet users who would

read Wikipedia (annual

plan assumption)

Actual percent of mobile

internet users in Africa &

Asia who read Wikipedia

Page 22: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

22What we learned on users

� Why our estimates were off: For those that are

readers, page views per reader per month is much

less on developing country mobile

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Source: Annual plan assumption was based on 20% reduction of actual Europe mobile data (15 pv

/ user / month) provided by Telefonica; Africa & Asia statistic from Opera analysis (Sept 2012)

40 12 7Page views per reader

per month on

Wikipedia (Comscore,

stats.wikimedia)

Page views per reader

per month on mobile

(annual plan assumption)

Actual page views per

reader per month in

Africa and Asia mobile

Page 23: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

23Where We’re Going

� Program Improvements:

What we’re doing Why we’re doing it

Improve Operations Faster launches, more efficiency

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Tech Debt Work through backlog

Scale with Portal Expand partners & community involvement

Other Delivery Channels Reach larger base of users

Accelerate Usage Grow impact

Page 24: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

24Improve Operations

� What we’re doing

– Decrease steps, people and departments involved

to deploy

– Standardize processes: cross-departmental

coordinationcoordination

� Why we’re doing it

– Faster deployment

– Managing larger number of partner deployments

concurrently

– Reduce Engineering and Ops time/effort

Page 25: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

25Technical Debt

� What we’re doing

– Backlog of bugs and features [2 months]

– Add APIs [2 months]

– Web portal for partner configuration [6 months]

� Why we’re doing it

– Scalability

– Automation support

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26Scale With Portal

29 launches minimum to go on current deals

Orange: 13 countries

Telenor: 4 countries

STC: 2 countriesSTC: 2 countries

Vimpelcom: 5 countries

Axiata: 5 countries

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27Scale With Portal

� Optimize current partners:

– Configure launches and tests

– View analytics dashboard

– Get marketing assets

� Expand to smaller partners:

– Streamlined signup and terms

– Configure launches

� Activate the community:

– Promote Wikipedia Zero in country

– Bring Wikipedia Zero in country27

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28WIKIPEDIA ZERO

About Case Studies Get Involved Partners

Partners

� Current Partner Login� Current Partner Login�Analytics Dashboard

� Partner Marketing Assets

� Logos

� Campaigns

� Network Settings

� Edit IP Addresses

� Manage Banners

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29Scale With Portal

� Portal access can potentially expand reach to smaller operators

with self-serve terms and configurations

– Large partners: > 30 million subscribers or 3+ countries

– Smaller partners: < TBA million subscribers in 1-2 countries

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Large partner example

80 million subscibers

Dialog Sri Lanka (7 M)

Celcom Malaysia (1 M)

Hello Cambodia (1 M)

XL Indonesia (46 M)

Robi Bangladesh (15 M)

Small partner example

3 million subscribers

Cellcard Cambodia (3 M)

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WIKIPEDIA ZERO

About Case Studies Get Involved Partners

Partners

Scale With Portal

� New Partners – Smaller Partners

� Why offer Wikipedia Zero

� Sign up for Wikipedia Zero

� Contact the Partnerships Team

Steps:

1. Executive Summary

2. Agree to terms

3. Enter Settings

4. Launch

Page 31: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

31Scale with Portal

� Smaller Partner Inquiries

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� Smaller Partner Market Size

Scale With Portal32

Top 20 Global

Global Mobile Subscribers

Top 20 Global

Multinational

Operators

Fragmented among 500+

smaller operators

3.4 billion

2.6 billion

Source: Wireless Intelligence, May 2012

Page 33: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

33

WIKIPEDIA ZERO

About Case Studies Get Involved Partners

About

Statistics

Scale With Portal

� How Wikipedia Zero Works

� FAQ

� In the News

� Statistics

� Presentations

Where is Wikipedia Free to Access

Statistics

Page 34: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

34 Portal Workflow

WIKIPEDIA

ZERO

General Public

About Wikipedia Zero

Where Wikipedia Zero Is

Top Level Statistics

Media Coverage

Case Studies

Mobile

Current

Partners (sign

in)

Analytics Dashboard

Partner Marketing Assets

Network Settings

TroubleshootingZERO

Portal

Mobile

Operators

Become a

Partner

Why Offer Wikipedia Zero

Small partners Executive SummaryAccept TermsEnter Settings

Movement

Promote

Wikipedia Zero

How-to GuideFacts and Figures

Bring WP Zero

to your country

Develop FeaturesProgram AppsTranslate Text

Develop

Wikipedia Zero

Online BannersPrinted MaterialsEducate your community

Large partners Contact WMF Team

FAQ

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35Other Delivery Channels

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Wikipedia by Text

Demo Available Time Permitting

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36Other Delivery Channels

� 87% of developing country mobile users don’t use data

� 80% don’t have phones with modern browsers

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4.5 billion mobiles device in developing countries

Basic Phones

(non-J2ME)

67%

J2ME Phones

13%

Phones with

Browsers

20%

Source: International Telecommunication Union, Estimates from seeking alpha

Over 3 billion to reach with other delivery channels

Page 37: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

37Accelerating Usage

37

Awareness

Research

GROWTH

Feature / UX

Improvements

Partner

Management

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38Beginning of a Movement

38

Page 39: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

39Beginning of a Movement

I am sending this e-mail on behalf of my company, Timor Telecom,

the East-Timor Telecommunication Company. We recently observed that Wikimedia

Foundation plans on launching a Wikipedia Zero service in partnership with a

Telecommunication Operator (VimpelCom).

It is quite astonishing to provide mobile clients with free data access to such a

pool of knowledge like Wikipedia.

We do think it would have a very positive impact in East-Timor, an emergent country

which is increasingly connected to the World Wide Web and thus moving forward in the

difficult path of development. Therefore please put me in touch with the person

responsible of the project to see the viability of such venture in East-Timor.

Thank you very much

39

Page 40: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

40Beginning of a Movement

40

Page 41: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

41Beginning of a Movement

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Page 42: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

42Measuring Success

� Page Views

�Unique Visitors

� Other� Other

– Free Page views vs Generated Page Views

– Increased local language readership

– Edits / active editor count in launched countries

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Page 43: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

43Asks

1. Marketing (FTE)

2. Relationship Manager (FTE)

3. USSD/SMS implementation, software dev, & support

(Contract)

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(Contract)

4. Feature Phone Dev (Contract)

5. Research (Contract)

6. UX/Product (Contract

7. Portal Design (Contract)

Page 44: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

44Open Questions

Readers / UX

� How do people find Wikipedia? Difference of desktop vs mobile?

� Why do mobile readers read less per month than desktop

readers (40 vs 7)? Need more localization?

� What UX improvements will get more stickiness for readers?

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� What UX improvements will get more stickiness for readers?

� What text message experience effectively scales across the

widest user base?

Strategic Focus

� Do we want to drive overall (non-free) mobile PVs?

� More time engaging with other types of partners (OEMS, OS,

browsers)?

Page 45: Wikipedia Zero 2012-13 Mid-Year Review 02.20.13

45Open Questions

Driving Awareness

� What are the best channels to drive overall awareness? mobile?

Billboards? Radio?

� What don’t people in developing countries know about using Wikipedia?

� Which marketing messages are most effective?

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� Which marketing messages are most effective?

� Using desktop site notices to drive mobile WP zero awareness in

launched countries?

� Driving awareness on m.wikipedia to use zero.wikipedia?

� Directing WP Zero readers into the activation community to promote and

advocate to new partners?

� Will WP Zero co-branded apps increase PV per user?