Abstract
This research is focusing on low income earners in Brazil, Russia, India, and Indonesia, for
pricing Opera Mini to increase the penetration related to population. Opera Mini is still in the
early stage, the product launched worldwide in 2006, so there’s still tremendous opportunity
for market growth in emerging markets. Whereas emerging markets are known for having low
penetration on PCs and high penetration on mobile phones, besides the consumers have low
income and are price sensitive. However, by browsing the web with Opera Mini can save the
consumer’s phone bills up to ten times. Besides Internet on PC have existed in the market for
a long time now, will this prevent future growth on mobile Internet? These incentives
mentioned above were leading to the followed research question: How much share-of-wallet
are consumers willing to spend on mobile Internet in emerging markets?
To answer the research question, both primary and secondary data were collected. The
primary data was interviews, and other materials from Opera Software. The secondary data
are collected from various reliable sources.
The conclusion of this research is low income earners in Brazil, Russia, India, and Indonesia
offers Opera Mini and mobile operators a tremendous opportunity for growth. The mobile
Internet has grown dramatically fast compared to the PC Internet did and also the optimal
price for mobile Internet is between 2 and 5 percent share-of-wallet.