Scandinavian operator Telenor has partnered with Opera to pilot its Opera Max app in several Asian markets.
Opera Max is Opera’s mobile data-savings and management app which provides free-of-charge access to selected apps for a set period of time via its App Pass feature. It will soon also offer sponsored and paid passes to apps.
Opera Max with App Pass is particularly suited for developing markets, where operators can use it to encourage mobile data usage among subscribers who’ve been put off by the cost of mobile data, as well as by a confusing user experience. Subscribers can use an App Pass to easily connect and try out selected mobile apps at no extra charge.
App Pass can also allow operators to present offers to offers to users when they open any app on their phones. Users can gain free access to the data that app consumes via Opera Max: they can then return to the app knowing that any data consumed while using it will be zero-rated for the duration of the App Pass.
Telenor will test Opera Max in some of its Asian markets, which include Myanmar, Pakistan and Vietnam. In the pilot phase Telenor is testing a number of short-term passes for different apps and offers that help its users gain a first-hand, low-risk understanding of the internet. These users can also see and then manage their own personal internet consumption patterns from within Opera Max.
Opera CEO Lars Boilesen said: “App Pass [makes] mobile data affordable and easy to use for end users. With App Pass, consumers can enjoy their favourite apps and try out new ones with just two clicks, using the Opera Max client already on their devices.”
“We’re eager to see how this service is received in our markets. App Pass is designed to give customers easy control over costs related to data usage. The challenge of so-called “bill shock” is high on our agenda, and these kinds of initiatives from Opera play an important part in addressing the issue,” said Rolv-Erik Spilling, Head of Telenor Digital.
