1

Year-End Review

June 28, 2013

1

2 Agenda

1. Partnership Update

2. Milestones since last quarter

3. Analytics/Stats

4. Awareness Building

5. Tech Update

6. Wikipedia via Text Update

7. Product Review

8. Africa Feedback

9. Needed Improvements

10. Open Issues

11. Goals for Next Quarter

3

Partnership Update

4 Where We Are

Upcoming Launch

Launched

Global South

5 Tripled Footprint

55 M 45 M

40 M

+ +

5

(Soft launch)

From (69) 81 to 228 Million

8 M

6 Soon to Launch

Axiata – 3 countries, July/Aug

TBA – big partner, July

6

7

Milestones

7

8 …since last quarter

Focus on Launches

Tripled Footprint

More than quadrupled PVs

USSD/SMS Pilot Development

Work through tech backlog

On-boarded two new engineers

New Pipeline Development

9

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

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

Overall Program Growth

STC Launch

Tunisia and Uganda Launch

Free Page Views

Kenya Launch

Russia Launch

Pakistan Launch

May 2013: 13.3 Million; Cumulative Program: 46.9 Million

Free Page Views

Quarterly Review

10

Analytics/Stats

11 Higher Yield From Partners

“M.” partners only: Feb 2013 = 2.8 million page views from 8 million subscribers; May 2013 = 13.3 million page views from 220 million subscribers

0

20,000

40,000

60,000

80,000

100,000

120,000

Free Page Views per One Million Customers

February 2013 May 2013

+ 68%

12 Big Impact in Smaller Countries

In 5 countries, over 33% of ALL Wikipedia mobile page

views in the country are now free:

12

Tunisia Niger Cameroon Ivory Coast Botswana

34% 40% 44% 38% 58%

Based on May 2013 analytics. Cameroon is estimate, while debugging reporting.

13 Case Study: Botswana

Fact: There are more FREE mobile page views served in the country of

Botswana now than there were ALL mobile page views 9 months ago

13

0

20,000

40,000

60,000

80,000

100,000

120,000

Feb Mar Apr May

Orange

Rest of Country

14 Automated dashboard

Accurate counts, including Opera

Total program free page views:

– http://gp.wmflabs.org/graphs/free_mobile_traffic_by_version_monthly

Individual partners:

– Dashboards hosted on separate URLs

Next iteration – language breakdown, data loss alerts

14

15

Awareness Building

16 Big Ticket Marketing Campaigns

16 Beeline Russia Online Campaign

50 million online impressions in 2 month campaign.

17 Big Ticket Marketing Campaigns

17

Poster campaign near campuses, online ads on news websites

Mobilink Pakistan Campaign

18 Big Ticket Marketing Campaigns

18

Radio ads, Airtime scratch cards, Online ad buy.

Dialog Sri Lanka Campaign

19

Tech Update

20 Tech – Key Improvements

Majority of critical backlog work completed

Fixed number of ‘leaks’ where charge warning was missing

Now have ability to conduct live tests without Ops

All partner information kept in one place

21 Bug fixes – before & after

22 Partner Configuration

23

Wikipedia via Text Update

24

25 Pilot Goals

Market test

Analytics

Qualitative feedback

Server load and Scale

User experience and flow

Continuity plans

26 SMS / USSD flow

What would you like to search Wikipedia

for?

Africa

Customer Dials Access code

1. Africa 2. African American 3. African People …

Press 1

1. Africa (summary) 2. Etymology 3. History 4. Geography 5. Biodiversity 6. Politics 7. Other...

(1-6) Article content will be sent via concatenated SMS messages

(7) Remaining

menu items are listed here

27 Wikipedia via text

DEMO

28

Product Review

29 Zero UX Flow

Suggested improvements

Making improvements to Zero UX in general

Established workflow and identified first round of

issues to address

Example: Warning when leaving free zone

30 Zero UX Flow

Suggested improvements

– Do not limit warnings

to banner style

– Explanation of what

the system is doing

– Eliminate extraneous

content

31

Africa Feedback

32

Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons

We know

Wikipedia

33

Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons

We do too but can’t

access it!

34

Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons

Maybe we’ve heard of

Wikipedia?

35

Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons

What’s Wikipedia?

36

Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons

Make knowledge come

out of my phone too

37

38 Formal Research Study

Uncover the behaviors, norms, and attitudes that may inhibit

people in Africa from using Wikipedia

– Themes that can be applied throughout the Global South

– Insights will be used to execute marketing strategy (partner marketing and WMF tactics)

Three-pronged study – Botswana and Uganda

– Focus groups: 3 each, mix of urban/rural

– Face-to-face interviews (‚man on the street‛): 500 each

– Mobile surveys: 4500 total in Vietnam, India, Indonesia, Philippines, Kenya, Nigeria, Uganda, South Africa

39 Formal Research Study

39

40 Formal Research Study

Sample themes addressed:

– Internet credibility and/or elitism

– Skepticism of free

– Encyclopedia familiarity

– Local relevance

– Comparison to other media

Next Steps:

– Results and deliverable end of next week

– Present internally, to partners and community late-July

41

Needed Improvements

42 Need resource on awareness

building

Opportunity: things we can affect

– Many current customers of partners still don’t know Wikipedia is free

– Social media conversation can be carried for grass roots effect (eg, South Africa, Mixit)

– Empowering local volunteers to promote program; create case study

43 Public Evangelism

44 Marketing w/ other mobile

partners

45 Marketing w/ other mobile

partners

46 Site Notice

Wikipedia Zero is now available in Sri Lanka

47 Case Studies

48

Open Issues

49 3 Key Issues

1) Starting to know what we don’t know research

2) Sustainability models

3) Mobile PVs slowing in these countries in

general?

– General marketing/awareness

– Mobile tailored content

50 Challenging Environment -

Mobile PVs flat in Global South

50

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

February March April May

Niger

Democratic Rep Congo

Cameroon

Botswana

Montenegro

Uganda

Ivory Coast

Tunisia

Kenya

51

Goals for Next Quarter

52 Next Quarter

New Pipeline Development

Support smaller partners

Marketing/Awareness campaigns

USSD/SMS Pilot Learning

Start-to-finish setup of new partner with no code changes

Automated testing with alerts to catch problems quickly

J2ME app

Portal?

53 What we accomplished

410 million subscriber base, 228 million launched

Headway on free access trials on Wikipedia via text

4X on PVs

Growth with existing partners

Making progress while fighting market forces

54 Thank You!