Wikipedia Zero 2012- 2013 Year End Update

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

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Wikipedia Zero 2012- 2013 Year End Update

  1. 1. 1 Year-End Review June 28, 2013 1
  2. 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. 3 Partnership Update
  4. 4. 4 Where We Are Upcoming Launch Launched Global South
  5. 5. 5 Tripled Footprint 55 M 45 M 40 M + + 5 (Soft launch) From (69) 81 to 228 Million 8 M
  6. 6. 6 Soon to Launch  Axiata – 3 countries, July/Aug  TBA – big partner, July 6
  7. 7. 7 Milestones 7
  8. 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. 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. 10 Analytics/Stats
  11. 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. 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. 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. 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. 15 Awareness Building
  16. 16. 16 Big Ticket Marketing Campaigns 16Beeline Russia Online Campaign 50 million online impressions in 2 month campaign.
  17. 17. 17 Big Ticket Marketing Campaigns 17 Poster campaign near campuses, online ads on news websites Mobilink Pakistan Campaign
  18. 18. 18 Big Ticket Marketing Campaigns 18 Radio ads, Airtime scratch cards, Online ad buy. Dialog Sri Lanka Campaign
  19. 19. 19 Tech Update
  20. 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. 21 Bug fixes – before & after
  22. 22. 22 Partner Configuration
  23. 23. 23 Wikipedia via Text Update
  24. 24. 24
  25. 25. 25 Pilot Goals  Market test  Analytics  Qualitative feedback  Server load and Scale  User experience and flow  Continuity plans
  26. 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. 27 Wikipedia via text DEMO
  28. 28. 28 Product Review
  29. 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. 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. 31 Africa Feedback
  32. 32. 32 Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons We know Wikipedia
  33. 33. 33 Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons We do too but can’t access it!
  34. 34. 34 Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons Maybe we’ve heard of Wikipedia?
  35. 35. 35 Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons What’s Wikipedia?
  36. 36. 36 Omaranabulsi CC-BY-SA-3.0, via Wikimedia Commons Make knowledge come out of my phone too
  37. 37. 37
  38. 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. 39 Formal Research Study 39
  40. 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. 41 Needed Improvements
  42. 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. 43 Public Evangelism
  44. 44. 44 Marketing w/ other mobile partners
  45. 45. 45 Marketing w/ other mobile partners
  46. 46. 46 Site Notice Wikipedia Zero is now available in Sri Lanka
  47. 47. 47 Case Studies
  48. 48. 48 Open Issues
  49. 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. 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. 51 Goals for Next Quarter
  52. 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. 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. 54 Thank You!

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