Consumers in emerging markets gain affordable access to apps

Launch of Opera Max App Pass with Telenor Digital provides simple data passes to a world of apps

Mobile operators can now offer their subscribers free-of-charge access to selected apps for a set period of time, with sponsored and paid passes to apps coming shortly. This has been made possible by App Pass, an innovative new feature for Opera Max, the mobile data-savings and management app from Opera Software.


Opera Max with App Pass is particularly suited for developing markets, where operators can use it to encourage mobile data usage among subscribers who’ve been put off by the cost of mobile data, as well as by a confusing user experience. Subscribers can use an App Pass to easily connect and try out selected mobile apps at no extra charge.

Free access to data with two clicks  

For operators, App Pass is a way to present offers to users when they open any app on their phones. With two clicks, users can gain free access to the data that app consumes via Opera Max: they can then return to the app knowing that any data consumed while using it will be zero-rated for the duration of the App Pass.

Telenor will be the first operator to partner with Opera and launch Opera Max with App Pass, testing it out in some of the company’s Asian markets. In the pilot phase Telenor is testing a number of short-term passes for different apps and offers that help its users gain a first-hand, low-risk understanding of the internet. These users can also see and then manage their own personal internet consumption patterns from within Opera Max.

Innovative way for packaging data  

“We’re excited to partner once again with Telenor Digital to innovate in how mobile data is packaged and offered to consumers,” says Opera CEO, Lars Boilesen. “App Pass builds upon Opera’s achievements with Opera Web Pass and Sponsored Web Pass in making mobile data affordable and easy to use for end users. With App Pass, consumers can enjoy their favorite apps and try out new ones with just two clicks, using the Opera Max client already on their devices.” 

“We’re eager to see how this service is received in our markets. App Pass is designed to give customers easy control over costs related to data usage. The challenge of so-called “bill shock” is high on our agenda, and these kinds of initiatives from Opera play an important part in addressing the issue”, says Rolv-Erik Spilling, Head of Telenor Digital.    

Opera Max first launched in 2014 and is available worldwide for consumers to download free-of-charge from Google Play. Consumers use Opera Max to save and manage their data consumption across the many browsers and apps on their device. Opera Max uses Opera’s market-leading video- and data-compression technologies, which boost the size of a user’s data bundle by up to 50% and enable operators to offer subsidized App Passes to their subscribers.

For more information on Opera Max for mobile operators, come visit