Evernote Goes Free for 250m Telefónica Customers

Telefónica has signed a global deal with Evernote to give its iOS and Android subscribers free access to the productivity platform for a year, which usually costs $49, starting with customers in Brazil. 

In a deal brokered by the operator’s innovation arm, Telefónica Digital, the operator hopes to offer the app to 250m subscribers in more than 20 countries in the coming months. This is likely to include all of the markets where Telefónica operates, except for Germany, where Deutsche Telecom already sealed a deal with the productivity company. 

This is “one the first of many things Telefónica is doing to differentiate its service,” said Wayne Thorson, VP of global partnerships at Telefónica Digital, speaking to Mobile Marketing from California. A deal that “wouldn’t have happened” without the existence of such a body within Telefónica operating at the heart of the Valley. These kinds of partnerships are being created, he said, to take the operator “beyond connectivity and help innovate in different ways to move beyond the challenges of being an operator.”  

The smartphone penetration in Brazil was 36 per cent in January of this year, according to Nielsen, with the Evernote deal likely to be a sweetener for those yet to come on board. Likewise, a legion of hooked mobile productivity fans in this fast-growth market should be very attractive to Evernote. 

Telefónica has 76.2m mobile subscribers in Brazil, and although Thorson could not reveal exact figures for smartphone penetration, said the country had been chosen because adoption is “climbing a curve at a rate that no one has ever seen before. Decreasing prices of entry for smartphones, giving many people their only access to the internet, plus the rapidly growing middle class and economy, make it a perfect storm for smartphone penetration.” 

He said that the customer relationship with Vivo, Telefónica’s Brazil operation, is a lot deeper than those seen in EU, as fewer than 40 per cent of people have official financial relationships. “You mobile phone is your connection to the digital world here, which means mobile marketing via operators is used by a wide margin to get things done.” 

For Evernote, he said: “This deal allows people to try the very best version, the premium version, which will become very sticky, and introduces it to people who might not have trialled it on their own.”  Thorson called the company a “unicorn” of the digital world, “there’s no on like them” he added. 

“If you believe the future is the digital meeting the physical, this deal puts us into a place to not just benefit now, but lays the railroad tracks for the ecosystem of the future. We’re really playing chess by working with these guys.”


Written for Mobile Marketing Magazine and published here: http://www.mobilemarketingmagazine.com/content/evernote-goes-free-250m-telef%C3%B3nica-customers#myQ8wgzTfDezzrM6.99

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