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?