Vodafone (VOD) has teamed up with Norway-based browser developer Opera Software ASA to bring mobile Internet experience to millions of people across the emerging economies. The carrier plans to introduce a tailor-made version of the popular Opera Mini 5 mobile browser that will offer web access to low-end mobile handsets running on 2G networks.
This is great news for cell phone users in developing nations, especially for the low-to-mid income group who so far does not have the privilege of using a state-of-the-art mobile Internet browser. The move is also in parity with Vodafone’s recent launch of low-cost handsets across select developing nations.
The web browser will be initially launched across developing markets such as India, South Africa, Turkey, Tanzania and Egypt, with more markets to follow in the near future. The target markets include countries where deployment of wireline networks is challenging and people predominantly use their mobile phones for browsing the Internet.
The customized Opera Mini 5 browser will be embedded in 20 handsets and will also be downloadable on more than 250 GPRS and Java-capable handsets for Vodafone customers across select markets. Vodafone is offering on-screen browsing in local languages with intuitive icons to help users with lower literacy levels.
Moreover, Vodafone has designed a user interface for people naïve to web-based applications. A range of applications that offers informative services such as news, buying/selling services and job information are also in the pipeline. On the pricing front, the carrier plans to offer an array of affordable tariff plans for the target user base.
Given its supreme data compression capability, Opera Mini 5 not only requires less processing power on mobile devices, but also needs less network bandwidth than other mobile browsers. This offers rich on-screen browsing experience for users who frequently access web-based applications.
Vodafone’s core European markets are highly mature, given the high subscriber penetration rates. This has led to increased competition as large numbers of carriers including key rivals such as Telefonica (TEF), Deutsche Telekom (DT) and France Telecom (FTE) are battling for market share.
To sustain growth, Vodafone has directed initiatives in emerging markets through acquisitions and partnerships in Asia, Eastern Europe and Africa. Revenue and subscriber growth continue to be fuelled by healthy contributions from the carrier’s emerging markets.
Telecom operators across the globe are revamping their product/service mix to boost sales from data services as they contend with accelerated erosion in revenue and margins from legacy voice services amid intense competition. Vodafone’s effort to tap the mobile data market in emerging markets is a reflection of this strategy.
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