Wikipedia Zero 2012-13 Mid-Year Review 02.20.13
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Transcript of Wikipedia Zero 2012-13 Mid-Year Review 02.20.13
1
Mid-Year Review
February 20, 2013
1
2Agenda
2
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
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
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
4
� 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
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+ + + + =
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
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
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%
8
– 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)
9Highlights
� Overcoming Tech Challenges
� Globalizing the Wikipedia Mobile Experience
� Public Endorsement and Media Traction
9
� Country Success Stories
� Realtime Reporting
10 Highlights - Overcoming Tech
Challenges
� Quality and Stability improvements
– Behavior varies depending on which mobile
operator used
– Going from Alpha to Production
10
– Going from Alpha to Production
– 2 months to 2 weeks
11Highlights - Opera Mini Issues
� Opera Mini widespread in developing world
– 300M users
11
– 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
12Highlights - Opera Mini Issues
� Couldn’t identify partner traffic
� Troubleshooting problem remotely
– Worked fine in-house
12
– Months to resolve this issue
– Partners acted as beta testers
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%
14 Highlights - Public Endorsement and Media Traction
14
Note: See more at https://wikimediafoundation.org/wiki/Press_Coverage_of_Wikipedia_Zero
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
16 Realtime Reporting
17Wikipedia Zero user experience17
18Wikipedia Zero user experience18
DEMODEMO
19What we learned on users
� Difference in user behavior
– % that use data
– Smartphones ≠ data usage
� Lower PV’s per user of Wikipedia
19
� Lower PV’s per user of Wikipedia
� Growth takes time
� Uniques aren’t coming back
� Lack of awareness and/or understanding of Wikipedia
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%
20
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
21What we learned on users
35% 20% 12%
21
� 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
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
22
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
23Where We’re Going
� Program Improvements:
What we’re doing Why we’re doing it
Improve Operations Faster launches, more efficiency
23
Tech Debt Work through backlog
Scale with Portal Expand partners & community involvement
Other Delivery Channels Reach larger base of users
Accelerate Usage Grow impact
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
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
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
26
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
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
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
29
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)
30
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
31Scale with Portal
� Smaller Partner Inquiries
31
32
� 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
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
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
35Other Delivery Channels
35
Wikipedia by Text
Demo Available Time Permitting
36Other Delivery Channels
� 87% of developing country mobile users don’t use data
� 80% don’t have phones with modern browsers
36
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
37Accelerating Usage
37
Awareness
Research
GROWTH
Feature / UX
Improvements
Partner
Management
38Beginning of a Movement
38
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
40Beginning of a Movement
40
41Beginning of a Movement
41
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
42
43Asks
1. Marketing (FTE)
2. Relationship Manager (FTE)
3. USSD/SMS implementation, software dev, & support
(Contract)
43
(Contract)
4. Feature Phone Dev (Contract)
5. Research (Contract)
6. UX/Product (Contract
7. Portal Design (Contract)
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?
44
� 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)?
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?
45
� 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?