Telenor is partnering with Opera to test its new Opera Max with App Pass, which allows users to connect and try selected mobile apps for free, at some of its Asian operations.
In a pilot test at its Malaysian subsidiary Digi, Telenor is testing a number of short-term passes for different apps and offers that help its subscribers gain a first-hand understanding of the internet at zero cost.
“We’re eager to see how this service is received in our markets, said Rolv-Erik Spilling, head of Telenor Digital. “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.”
Opera CEO Lars Boilesen said App Pass builds upon its Web Pass and Sponsored Web Pass to make mobile data more affordable and easy to use for end-users.
Mobile operators can now offer subscribers free-of-charge access to selected apps for a set period of time, with sponsored and paid passes to apps expected in the future, he said. App Pass is well-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.
App Pass allows operators to present offers to users when they open any app on their phones. With two clicks, users have free access to the data that app consumes via Opera Max. They can then return to the app without worrying about data fees because any data consumed will be zero-rated for the duration of the App Pass.
Opera Max launched last year and is available worldwide for consumers to download free-of-charge from Google Play.