Telenor on Tuesday said it will pilot Opera’s App Pass in some of its Asian markets, giving customers free access to select applications for a limited period of time.
App Pass is a new feature for Opera Max, an app that enables the user to monitor and control the volume of mobile data they consume. Operators can use App Pass to push custom offers to their customers, such as a day of toll-free Facebook access, for instance.
"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," said Rolv-Erik Spilling, head of Telenor Digital, in a statement.
The pilot scheme will see Telenor use App Pass to offer emerging market customers a free taste of various mobile apps and services, giving them a first-hand, low-risk understanding of the Internet.
The long-term goal is to encourage mobile data use among a group of consumers that can be easily put off by high prices and a confusing user experience.
"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 Spilling.
