Connecting the World: When Mark Zuckerberg came to Mobile World Congress in Barcelona, it was right on the heels of the big Facebook Paper launch and just days after the acquisition of Whats App. So, it was a bit of a surprise that he was there primarily to talk about internet.org.

1. 2014
Mobile
world
Congress
Keynote
Address
#OgilvyMWC
MARK ZUCKERBERG
FOUNDER & CEO,
FACEBOOK
MARK
ZUCK
ER

2. MA
RK
ZU
CK
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BE
#OgilvyMWC
When Mark Zuckerberg came to
Mobile World Congress in Barcelona,
it was right on the heels of the big Facebook Paper launch
and just days after the acquisition of Whats App. So, it
was a bit of a surprise that he was there primarily to talk
about internet.org.
2014
Keynote
Address
Mobile
world
Congress

3. MA
RK
ZU
CK
ER
BE
#OgilvyMWC
1
Stats on connectivity are
misleading
Most people don’t have internet access yet. Only 2.7
billion people are connected to the internet. When we
hear that 5 billion people are connected through mobile,
we don’t realize that they aren’t really connected to the net
yet. The most expensive part of the smartphone isn’t the
phone itself. It’s the data connection, which can run up to
$1500 in the US.
2014
Keynote
Address
Mobile
world
Congress

4. MA
RK
ZU
CK
ER
BE
#OgilvyMWC
2
“onramp for the
internet”
Facebook doesn’t want to connect 1/7th of the world. It wants to connect the whole
thing, through it’s internet.org partnership. The goal of the internet.org partnership
is to make all the parts of the internet more efficient and to make basic services very
affordable or even free. More people will be connected and with those connections
will come greater physical and economic health—both individually and for a society
as a whole. In addition, there will be increased profits for the whole industry.
2014
Keynote
Address
Mobile
world
Congress

5. MA
RK
ZU
CK
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BE
#OgilvyMWC
3
Access to internet
isn’t the problem.
80% of the world already lives in an area where there is already 2G or 3G access.
The issue is “why bother to connect?” Why aren’t the next 2 or 3 billion on the
internet yet even though they have access to a connection? We need to explain to
people with very little disposable income why it is worth it to spend a few dollars
on a data connection. Once they have the things they know they want—things like
Facebook—they’ll understand what the internet can really do for them. “It will show
people why it is rational and good to spend their limited money on the internet,”
Zuckerberg said. “And,” he went on, “I believe it is rational.”
2014
Keynote
Address
Mobile
world
Congress

6. MA
RK
ZU
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BE
#OgilvyMWC
4
Facebook is looking toward
more than just metrics.
Connecting the world has been their reason to be from the beginning. Zuckerberg and
his board took stock of their goals after reaching the 1 billion connections milestone.
There has to be something more, they felt, than just connecting another 200 or 300
million people. They have long wanted to connect the world, and they believe that
doing so is an unalloyed good. And it’s good business too: “If we do something that
is a benefit to the world, then we’ll do fine as a result.”
2014
Keynote
Address
Mobile
world
Congress

7. MA
RK
ZU
CK
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BE
#OgilvyMWC
5
There are 3 pillars for making
the internet more affordable
1) Decrease the overall cost of the internet infrastructure
2) Use data more efficiently (The average Facebook user consumers 2mb of data per
day. That’s down from 14mb just a year ago.)
3) Increase the efficiency of the upsell. It’s not about making money at the start.
First comes getting people connected. Then you can monetize them once they realize
the benefit connectivity provides
2014
Keynote
Address
Mobile
world
Congress