Opera Software has often highlighted Opera Mini as a browser that ‘connects the unconnected’. What they mean is that Opera Mini on mobile phones is often the only way a significant chunk of its users access the World Wide Web. Opera Mini is extremely popular in nations like India, Bangladesh, Brazil, Egypt, Malaysia, and Kenya, where PC penetration is low, but mobile phone penetration is extremely high. The reasons for this are obvious. Opera Mini works even on low-end phones, and is capable of rendering web pages that these phones would otherwise be unable to render. It also compresses web pages during the data transfer, thus increasing speed and reducing bandwidth consumption.
Putting two and two together, towards the end of 2012, Opera Software introduced a service called Web Pass. Web Pass offered mobile web surfers pay-as-you-go internet connections. Realizing that most people in developing nations don’t have means of online payment like Credit Cards, Opera tied up with mobile service providers to enable instant purchase that would be billed to the user’s mobile connection. Malaysia’s DiGi Telecommunications became Opera’s first partner, which allowed users to instantly purchase data packages. Pay as you go plans included cheap options like Facebook hourly pass (0.15 USD), as well as more full fledged data options like 24 hour internet packs (0.65 USD).
In this month’s State of the Mobile Web report, Opera Software zeroed in on its new Web Pass, and apprently it’s doing quite well. Some of the stats that Opera shared are:
- Up to 52% of all Opera Web Passes in any given month were bought by returning customers.
- By incentivizing use through a free Facebook hourly web pass for the entire month of January DiGi managed to increase the uptake of paid web passes significantly. This resulted in an average revenue increase of 56%, and a 65% increase of the average number of transactions per day, compared to the revenues before the promotion drive.
- There has been a very low checkout-abandonment rate and an overall checkout success of more than 77% among users with sufficient funds.
The most popular web pass is one that provides customers with time-based, unlimited access to Facebook.
Opera Software also revealed that it gained 8 million active mobile users in the month of January. The total user count of Opera’s various mobile offerings currently stands at 237 million. Opera is also doing fairly well in the smartphone segment, with a 32% of the total users of Opera Mini and Opera Mobile using smartphones to browse the web. These users constituted 32% of the new installs witnessed last month.