Progress update over the last quarter (April - June 2013) of the Wikipedia Zero program

1. 1
Year-End Review
June 28, 2013
1

2. 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. 3
Partnership Update

4. 4
Where We Are
Upcoming Launch
Launched
Global South

5. 5
Tripled Footprint
55 M 45 M
40 M
+ +
5
(Soft launch)
From (69) 81 to 228 Million
8 M

6. 6 Soon to Launch
 Axiata – 3 countries, July/Aug
 TBA – big partner, July
6

7. 7
Milestones
7

8. 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. 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. 10
Analytics/Stats

11. 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. 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 CoastBotswana
34% 40% 44% 38%58%
Based on May 2013 analytics. Cameroon is estimate, while debugging reporting.

13. 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. 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. 15
Awareness Building

16. 16
Big Ticket Marketing Campaigns
16Beeline Russia Online Campaign
50 million online impressions in 2
month campaign.

17. 17
Big Ticket Marketing Campaigns
17
Poster campaign near campuses,
online ads on news websites
Mobilink Pakistan Campaign

18. 18
Big Ticket Marketing Campaigns
18
Radio ads, Airtime scratch cards,
Online ad buy.
Dialog Sri Lanka Campaign

19. 19
Tech Update

20. 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. 21
Bug fixes – before & after

22. 22 Partner Configuration

23. 23
Wikipedia via Text Update

24. 24

25. 25
Pilot Goals
 Market test
 Analytics
 Qualitative feedback
 Server load and Scale
 User experience and flow
 Continuity plans

26. 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. 27
Wikipedia via text
DEMO

28. 28
Product Review

29. 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. 30 Zero UX Flow
Suggested improvements
– Do not limit warnings
to banner style
– Explanation of what
the system is doing
– Eliminate extraneous
content

31. 31
Africa Feedback

32. 32
Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons
We know
Wikipedia

33. 33
Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons
We do too but can’t
access it!

34. 34
Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons
Maybe we’ve heard of
Wikipedia?

35. 35
Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons
What’s Wikipedia?

36. 36
Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons
Make knowledge come
out of my phone too

37. 37

38. 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. 39
Formal Research Study
39

40. 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. 41
Needed Improvements

42. 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. 43 Public Evangelism

44. 44 Marketing w/ other mobile
partners

45. 45 Marketing w/ other mobile
partners

46. 46
Site Notice
Wikipedia Zero is now available in Sri Lanka

47. 47
Case Studies

48. 48
Open Issues

49. 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. 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. 51
Goals for Next Quarter

52. 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. 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. 54
Thank You!