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Access to the internet is crucial in the modern age. However, there is a major divide in access to this important tool in certain parts of the world. In Asia, diverse populations come from various economic development levels, with many having little or even outright impossible access to the Internet. Facebook’s “Free Basics” program has been developed to bridge this gap. Dmitrii Egorenkov, an expert in marketing, shares his thoughts on the impact of “Free Basics” in Asia.
About “Free Basics”
“Free Basics” was launched by Facebook in 2013 as a tool to bridge the digital divide across the globe. The program provides free access to essential internet services and information by collaborating with local mobile operators. Users can then access this gateway to the digital world without building up data charges, even if they don’t have a data plan.
This program was pivotal in connecting millions of previously unconnected people across Asia. In particular, countries like India, Indonesia, and the Philippines saw significant influence with the implementation of this program. “Free Basics” provided access to services like health information, educational resources, news, and communication tools for those who previously could not access them. This meant access to opportunities previously unheard of for underserved communities.
Egorenkov’s Expertise
Experts across the globe have seen the major impact “Free Basics” has had on populations throughout regions such as Asia. Dmitrii Egorenkov is one of these experts, with over 15 years of experience in fintech marketing across over 10 countries, including the United States and Latin America, as well as Vietnam, the Philippines, Malaysia, Indonesia, and China. He’s taken a hard look at customer acquisition and how programs like “Free Basics” impact these initiatives.
As a Chief Marketing Officer at B9 Inc., Egorenkov has absorbed his 10+ years of experience in business development, sales, and marketing strategy to see firsthand how “Free Basics” transformed the technical landscape in Asia. From deep market research as a Managing Director to marketing strategy development and implementation as Chief Marketing Officer, Egorenkov has seen it all when it comes to new ideas around new technologies.
By using his insights and strategic vision, he was able to leverage the program to promote financial products and services across the continent. This was especially made possible due to the program’s focus on giving local businesses and content creators a platform to reach new audiences. This platform greatly contributed to economic growth and innovation in small, underserved regions in Asia.
The Success of “Free Basics”
Egorenkov has looked at a variety of studies that have proven the positive impact of “Free Basics” in Asia. Just a few of these include:
- The Alliance for Affordable Internet determined that the program lowered the cost of Internet access for users in developing countries by providing free access to essential services.
- Facebook determined that those who previously did not have internet access found “Free Basics” to be a life-changing resource.
- The World Bank determined that the program had a role in reducing information poverty and increasing digital inclusion in low-income communities.
Egorenkov notes that “Free Basics” also expanded financial inclusion. As more people gained access to the internet, financial institutions and fintech companies used this opportunity to offer services such as mobile banking, digital payments, and insurance to previously underserved populations.
As an expert in fintech, Egorenkov’s strategic leadership helped his international finance company to use “Free Basics” to open innovative sales channels and set the company up as a pioneer in financial services across the continent.
This inclusion allowed “Free Basics” to pave the way for popularizing financial products. Individuals who previously had no knowledge of this technology were able to learn about loans, savings, and insurance, which empowered them to make more informed financial decisions.
Final Thoughts
Facebook’s “Free Basics” program didn’t just expand internet access throughout Asia. It also created a digital revolution greatly impacted by such marketing experts as Dmitrii Egorenkov. It connected millions to empower with information and new opportunities, expanding financial inclusion on a global level.
“Free Basics” has worked to shape the digital landscape of Asia and has opened up new horizons for financial companies. And they did it all with the help of experts like Egorenkov, who have recognized its potential in transforming customer acquisition strategies.
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