The Success of Facebook's Free Trial

When I moved to Singapore in 2011, I heard about this Facebook and telco strategy to offer consumers sort of a basic version or entry or free version of Facebook. Back then the intent was this digital media team was to practically give people, consumers reason to go use mobile internet. And that worked out really well, actually. So after launching free Facebook, we jumped with a 90 days double dip. The remarkable part there was everything else kind of haloed. People were top up more, not just data, but they would top up more credits and more SKUs on globe. We had to keep feeding. Then every so often we had to feel the beast, so to speak, the