Taking cue from Facebook Zero, Google has launched a brand new way for users to browse the internet free of charge.
Introducing Free Zone: A service that allows users access to Google Search, Gmail, and Google+ on a mobile phone without incurring charges.
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In November of last year, Google announced it was experimenting with a new service that would allow free internet access on mobile phones. It’s chosen location for launch was the Philippines, partnering with a local communications service called Globe Telecom. Being the subject of Google’s newest release gained the country worldwide attention.
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A Deeper Look Into Google’s Motivations
It’s not the first time Google has attempted to provide privileged internet access. Their efforts date all the way back to 2005 when they released a free localised Wifi service in Mountain View, California. Another project called Google Fiber was then rolled out in Kansas City, a more ambitious project than the last.
Now, it has released Free Zone, an offer limited only to users of Google products. Skeptics would claim that it’s another ploy for Google to force more members onto Google+. But that’s just a theory.
The real focus of this service, according to Google’s Product Manager AbdelKarim Mardini, is “the next billion users of the Internet… [those who will] encounter the internet first on a mobile phone without ever owning a PC.”
It’s a huge leap, considering. But this is Google we’re talking about!
How Does It Work?
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Powered by Google, and targeting emerging and developing markets, this service offers free access to Gmail, Google+, and Google Search to mobile users. Notice that it doesn’t say smartphones. Users of internet-capable phones can enjoy this service in the same way as smartphone users. In fact, even those without data plans can take advantage of Free Zone.
You can use any browser on your phone, but you’ll have to sign up with your Google Account before you can gain access. If you don’t have an account yet, you can easily create one here.
Because Free Zone is aimed at not only smartphone users but the mobile market in general, it only features stripped-down versions of Gmail, Google Search, and Google+. It’s pretty much the same as Facebook Zero’s text-only version of the social network.
What’s the catch?
Although users can load the first page of websites that appear on search results, additional clicks and link follows from those sites may incur data charges, especially if downloads and attachments are required.
Data service operators, however, will alert you via warning page about any potential data charges each time you visit a new web page.
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What’s in store for Free Zone?
Google is still facing the challenge of negotiating with telecom operators in other countries to allow Free Zone to operate. Indonesia and South Africa have followed and have become subjects for this Google project, with the aim of involving other developing countries under its radar in the near future.
What does this mean for online marketing and SEO?
Google is establishing itself as a true gatekeeper of the web by funnelling internet traffic through search results. Sites that don’t appear on SERPs using Free Zone will be blocked, while web pages can be viewed freely if they appear on search results pages.
This could be a tipping point for mobile marketing strategy, emphasising the need for mobile and local optimisation. After all, out of the estimated 30 billion mobile searches made each year, 12 billion of these are local searches.
The Bottom Line
There’s a persistent need to increase internet access for a wider population, and this is happening on a global scale. The focus is on developing countries whose populace largely consists of non-smartphone users and non-PC owners.
There’s a global need to make the World Wide Web a common necessity, not just a privilege for the elite and salary-takers. Google’s effort at offering its services freely doesn’t merely emphasise this pressing need, but encourages search engines and telecom providers to follow suit.
For us marketers, this is a whole other reason for focusing on mobile search and local SEO. Granted, we need more time and research to fully understand Free Zone’s potential and the future it holds for our industry.