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MOBILE INTERNET IN AFRICA                                                                   Image: www.wallpaper4u.org INS...
PRESENTATION DISCLAIMER•   This presentation is a collection of mobile and internet data that I have been exposed to    ov...
LETS START                                               GLOBALLY                                              BEFORE WE  ...
HOW BIG IS THE                               MOBILE AUDIENCE?Image: peopleareamazing.net/MOBILE INTERNET IN AFRICA        ...
MOBILE SUBSCRIBERS and TABLET AND          SMARTPHONE USERS vs. OTHER MARKETS                                     Chart vi...
GLOBAL CONNECTED DEVICES SHIPMENTS                                            Source: http://techcrunch.com/2011/02/10/mee...
GLOBAL 3G STATISTICS                                                                     Matt Murphy / Mary Meeker – Top M...
NOW LETS                                LOOK                               LOCALLY                                     COM...
MOBILE WEB IN AFRICA According to ITU, “internet user penetration in Africa will reach 9.6% in 2010” In terms of mobile da...
INCREASING UNDERSEA CABLE INFRUSTRATURE         “PROVIDING CONNECTIVITY FOR AFRICA”                                THE CHA...
AFRICA IS MASSIVE     TRUE STORY!!!!!THE TRUE SIZE OF AFRICA       Image source: http://tinyurl.com/6cxa3yuMOBILE INTERNET...
COME UP NEXT….            SOME INTERESTING STATISTICS ABOUT TELECOMS IN AFRICAMOBILE INTERNET IN AFRICA                   ...
AFRICA AND MIDDLE EAST                  SUBSCRIBER FORECASTS                        FACT: MOBILE SUBSCRIBERS IN AFRICA HAV...
MOBILE VALUE ADDED SERVICES             REVENUE IN AFRICA 2008 - 2014    FACT: MOBILE SUBSCRIBERS IN AFRICA ARE BEING MORE...
THE GROWTH OF MOBILE DATA USAGE        BY AFRICAN MOBILE YOUTH    According the Mobile Youth 2010 Report    South Africa h...
COME UP NEXT….                            ANALYSIS OF AVAILABLE MOBILE INTERNET DATAMOBILE INTERNET IN AFRICA             ...
THE IMPACT OF OPERA MINI            BROWSER IN AFRICA                            THE STATE OF THE MOBILE                  ...
AN OVERVIEW  Opera Mini is a web browser designed primarily for mobile phones, smart phones and  personal digital assistan...
ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA                                                                          OP...
OPERA MINI AFRICA SNAPSHOT                                                                      RANK   SITE VISITED       ...
OPERA MINI AFRICA SNAPSHOT                                                                      RANK   HANDSETS           ...
OPERA MINI AFRICA SNAPSHOT             KEY OBSERVATIONS  THE MOBILE WEB SITES THAT MOBILE  OPERATORS SHOULD ALIGN WITH TO ...
THE IMPACT OF SOCIAL MEDIA ON   MOBILE DATA TRAFFIC IN AFRICA      Facebook page views in Opera Mini account for      more...
Page ViewsMOBILE INTERNET IN AFRICA   INSIGHTS AND THOUGHTS
FACEBOOK GLOBAL                                 MOBILE STATISTICS     • There are more than 250 million active users curre...
AFRICA INFOGRAPHSMOBILE INTERNET IN AFRICA           INSIGHTS AND THOUGHTS
93% POPULARITY                                                                           IN AFRICA          SOURCE: STATSC...
Facebook Intern Paul Butler was interested in the locations of friendships, so he    decided to create a visualization of ...
BRANDED MOBILE WEB SOCIAL NETWORKS Motribe is a platform enabling users, brands, agencies and publishers across the world ...
CONCLUSIONS     • Social media portals are the most popular sites on the       mobile web in Africa according to Opera Min...
65% of Google’s                            searches in SA take                            place over the                  ...
THE IMPACT OF MOBILE ADVERTISING NETWORKS IN AFRICAMOBILE INTERNET IN AFRICA   INSIGHTS AND THOUGHTS
THE KEY MOBILE ADVERTISING  NETWORKS IN AFRICA                            InMobi is one of the largest mobile advertising ...
AFRICA SUMMARY (APRIL 2011)                            SOURCE: INMOBI RESEARCH | WEBSITE: http://tinyurl.com/inmobi-april2...
NETWORK: SA, KE & NG – MAR ‘11                            REPORT METRICS (MARCH 2011)                         SOUTH AFRICA...
CASE STUDY USING INMOBIMOBILE INTERNET IN AFRICA                   INSIGHTS AND THOUGHTS
MOBILE WEB – MARCH 2010    South Africa                                                                                   ...
AFRICA HANDSETS – MARCH 201040.0% 37.5%                                                              70.0%              33...
AFRICA GROWTH – DECEMBER 2010MOBILE INTERNET IN AFRICA          INSIGHTS AND THOUGHTS
MOBILE AD NETWORK – Q1 2011                            SOURCE: BUZZCITY / VOMO | WEBSITE: http://tinyurl.com/buzzcity-Q120...
MOBILE AD NETWORK – Q4 2010                            SOURCE: BUZZCITY | WEBSITE: http://www.buzzcity.com/l/BuzzCity-Mobi...
OTHER MOBILE ADVERTISING CHANNELS                                                    •     Through Vodacom Mobile Media as...
CONCLUSIONS     •   Mobile advertising networks provide the best indicators on what type of         mobile devices are bei...
THE IMPACT OF WAP ENABLED        MOBILE DEVICES IN AFRICAMOBILE INTERNET IN AFRICA   INSIGHTS AND THOUGHTS
THOUGHTS     •   One of the most important facets of the growth of mobile internet in         Africa will be the distribut...
BLACKBERRY vs IPHONE vs ANDROID                 ON THE VODACOM SA NETWORK                            Source: Mybroadband |...
IN THE NUMBERS GAME WHICH        HANDSETS WILL WIN IN AFRICA?                            ✗         ✔                      ...
THE FUTURE COST OF HANDSETS                                         HELLO…MOBILE INTERNET IN AFRICA   INSIGHTS AND THOUGHTS
“HEY Amigo, WAKE UP!                            DON’T FORGET ABOUT                            ME!”                        ...
HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA   HUAWEI SMARTPHONE   ANDROID 2.2 (FROYO) OS   FULL TOUCH SCREEN   200,000 HA...
TIGO GHANA – FACEBOOK PHONE BY MI-FONE     PHONE FEATURES INCLUDE:     Camera                  Qwerty keypad     Email acc...
By 2013, mobile phones will                              overtake PC’s as the most                            common web a...
For further information and insights into Mobile       Telecoms in Africa, feel free to make contact:      JONATHAN HOEHLE...
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Mobile web in africa v2 - andrew june 17 finall j and a

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Hi Madan, please find the PDF if for Insights into Mobile Web in Africa if you would like to have us send you any of the slides as PPT's for you to use in your research for 2012 please let us know and we will send these slides to you as long as we are credited Jon & Andrew Mobile In Africa. Thanks!

Andrew

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  1. 1. MOBILE INTERNET IN AFRICA Image: www.wallpaper4u.org INSIGHTS INTO THE MOBILE INTERNET IN AFRICAMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  2. 2. PRESENTATION DISCLAIMER• This presentation is a collection of mobile and internet data that I have been exposed to over the past few years• The presentation intention is to provide a collective insight into the mobile internet landscape in Africa based on available information• The views, analysis and commentary in the presentation are my thoughts using the information at my disposal to draw conclusions and provide insights• All sources where available have been credited• Data provided that has no source, or the source of the is unknown will be noted. Above all please enjoy the presentation and the data, insights and analysis that have been provided. Should you have any questions, queries, comments, suggestions and criticisms about the presentation please don’t hesitate to email me. THANK YOU!MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  3. 3. LETS START GLOBALLY BEFORE WE LOOK LOCALLYImage: wallpapers-zone.info COME UP NEXT…. GLOBAL MOBILE AND DEVICE STATISTICS MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  4. 4. HOW BIG IS THE MOBILE AUDIENCE?Image: peopleareamazing.net/MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  5. 5. MOBILE SUBSCRIBERS and TABLET AND SMARTPHONE USERS vs. OTHER MARKETS Chart via: businessinsider.comMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  6. 6. GLOBAL CONNECTED DEVICES SHIPMENTS Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/ Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  7. 7. GLOBAL 3G STATISTICS Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011 Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/ AFRICA’S CHALLENGE INCREASING HIGH SPEED WIRELESS INTERNET SERVICES ACROSS ALL MOBILE MARKETSMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  8. 8. NOW LETS LOOK LOCALLY COME UP NEXT…. MOBILE INTERNET IN AFRICAMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  9. 9. MOBILE WEB IN AFRICA According to ITU, “internet user penetration in Africa will reach 9.6% in 2010” In terms of mobile data traffic, one respected forecast estimates that: “Global mobile data traffic will increase 26-fold between 2010 and 2015. Mobile data traffic will grow at a compound annual growth rate (CAGR) of 92 percent from 2010 to 2015.” Within this total, the Middle East and Africa are expected to see the strongest growth of any regions, growing at a compound Source: Analsys Mason Fixed Broadband Worldwide Forecast 2009-2015; annual rate of 129%. “The emerging market regions (Central and Eastern Europe, Latin America, and Middle East and Africa) will have the highest growth and will represent an increasing share of total mobile data traffic, from 12 percent at the end of 2010 to 20 percent by 2015.”MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  10. 10. INCREASING UNDERSEA CABLE INFRUSTRATURE “PROVIDING CONNECTIVITY FOR AFRICA” THE CHALLENGE ENSURING THE CAPACITY FROM THE UNDERSEA CABLES FINDS ITS WAY TO THE AVERAGE MOBILE INTERNET USERMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  11. 11. AFRICA IS MASSIVE TRUE STORY!!!!!THE TRUE SIZE OF AFRICA Image source: http://tinyurl.com/6cxa3yuMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  12. 12. COME UP NEXT…. SOME INTERESTING STATISTICS ABOUT TELECOMS IN AFRICAMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  13. 13. AFRICA AND MIDDLE EAST SUBSCRIBER FORECASTS FACT: MOBILE SUBSCRIBERS IN AFRICA HAVE MULTIPLE SIM CARDS AND ARE NOT SCARED TO USE THEM. Note: Figures refer to year-end Source: Informa Telecoms & MediaMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  14. 14. MOBILE VALUE ADDED SERVICES REVENUE IN AFRICA 2008 - 2014 FACT: MOBILE SUBSCRIBERS IN AFRICA ARE BEING MORE AWARE OF WHAT THEIR MOBILE DEVICES CAN DO! AS MORE VALUE ADDED SERVICES (SMS, MMS, WAP ETC) BECOME AVAILABLE, SUBSCRIBERS WILL ENGAGE. Source: Informa Telecoms and MediaMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  15. 15. THE GROWTH OF MOBILE DATA USAGE BY AFRICAN MOBILE YOUTH According the Mobile Youth 2010 Report South Africa has 27 Million mobile youth owners $1.3 Billion will be spent on data usage by 2012MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  16. 16. COME UP NEXT…. ANALYSIS OF AVAILABLE MOBILE INTERNET DATAMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  17. 17. THE IMPACT OF OPERA MINI BROWSER IN AFRICA THE STATE OF THE MOBILE WEB REPORTS APRIL 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  18. 18. AN OVERVIEW Opera Mini is a web browser designed primarily for mobile phones, smart phones and personal digital assistants. Until version 4 it used the Java ME platform, requiring the mobile device to be able to run Java ME applications, however from version 5 it is also available as a native Windows Mobile, Symbian OS, and iOS application. STATE OF THE OPERA MINI BROWSER – APRIL 2011 • 107.1 million people used Opera Mini in April 2011 • 57.9 billion pages were served • 8.8 petabytes of operator data were compressed for Opera Mini users. Number of users • April ’11, Opera Mini had over 107.1 million users, a 4.6% increase from March 2011. • Since April 2010, the number of unique users has increased 81.8%. Pages transcoded • Opera Mini users viewed over 57.9 billion pages in April 2011. • Since March, page views have gone down 3.1%. • Since April 2010, page views have increased 120.2%. SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/ | DATE: APRIL 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  19. 19. ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA OPERA MINI AFRICA SNAPSHOT DECRIPTION NIGERIA SOUTH AFRICA EGYPT KENYA MOBILE DATA USAGE Page-view growth since April 2010: 51.30% 82.40% 195.90% 38.30% Unique-user growth since April 2010: 131.90% 67.70% 190.90% 82.80% Data transfer growth since April 2010: 42.80% 85.00% 222.60% 88.50% Page-views per user: 342 393 331 516 Data transferred per user (MB): 5 5 6 7 Data transferred per page view (KB): 14 12 20 13 SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/ | DATE: APRIL 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  20. 20. OPERA MINI AFRICA SNAPSHOT RANK SITE VISITED TOP 10 RANK TOP 10 RANK TOP 10 RANK TOP 10 RANK ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA 1 facebook.com ✔ 1 ✔ 1 ✔ 2 ✔ 1 2 google.com ✔ 2 ✔ 2 ✔ 1 ✔ 2 3 youtube.com ✔ 4 ✔ 3 ✔ 4 TOP VIEWED SITES 4 yahoo.com ✔ 3 ✔ 10 ✔ 4 ✔ 5 5 wikipedia.org ✔ 6 ✔ 3 ✔ 3 6 bbc.co.uk ✔ 4 ✔ 5 ✔ 8 7 my.opera.com ✔ 9 ✔ 6 ✔ 7 8 dictionary.com ✔ 7 ✔ 9 9 goal.com ✔ 7 ✔ 10 10 vanguardngr.com ✔ 5 11 zamob.com ✔ 5 12 ketomob.com ✔ 6 13 waptrick.com ✔ 6 14 nation.co.ke ✔ 7 15 2go.co.za ✔ 8 16 mobile2day.com ✔ 8 17 news24.com ✔ 8 18 as7apcool.com ✔ 9 19 twitter.com ✔ 9 20 cnnmobile.com ✔ 10 SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/ | DATE: APRIL 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  21. 21. OPERA MINI AFRICA SNAPSHOT RANK HANDSETS TOP 10 RANK TOP 10 RANK TOP 10 RANK TOP 10 RANK ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA 1 Nokia 5130 XpressMusic ✔ 2 ✔ 1 ✔ 1 ✔ 2 2 Nokia 2700c ✔ 1 ✔ 2 ✔ 2 ✔ 3 TOP WAP HANDSETS 3 Nokia 2330c ✔ 5 ✔ 3 ✔ 8 ✔ 1 4 Nokia 2690 ✔ 3 ✔ 6 ✔ 4 ✔ 6 5 Nokia 2730c ✔ 6 ✔ 5 6 Nokia C3 ✔ 8 ✔ 7 ✔ 9 7 Nokia N70 ✔ 3 8 Nokia 1680c ✔ 4 9 Nokia 30c ✔ 4 10 Samsung GT-S5233a ✔ 4 11 Nokia N73 ✔ 5 12 Samsung SGH-E250i ✔ 5 13 Nokia N72 ✔ 6 14 Nokia 2680s ✔ 7 15 Nokia 6120c ✔ 7 16 Nokia C1 ✔ 7 17 Alcatel OT-606 ✔ 8 18 Samsung SGH-E250 ✔ 8 19 Nokia 2710c ✔ 9 20 Nokia 6300 ✔ 9 SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/ | DATE: APRIL 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  22. 22. OPERA MINI AFRICA SNAPSHOT KEY OBSERVATIONS THE MOBILE WEB SITES THAT MOBILE OPERATORS SHOULD ALIGN WITH TO TARGET HANDSETS DRIVE MOBILE DATA USAGE NEWS AND SEARCH SOCIAL MEDIA UTILITYMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  23. 23. THE IMPACT OF SOCIAL MEDIA ON MOBILE DATA TRAFFIC IN AFRICA Facebook page views in Opera Mini account for more than half of all page views in South Africa, Indonesia, Kenya, Bangladesh, Turkey, Mexico, and the Philippines. Opera Mini “State of the Mobile Web Report – April 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  24. 24. Page ViewsMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  25. 25. FACEBOOK GLOBAL MOBILE STATISTICS • There are more than 250 million active users currently accessing Facebook through their mobile devices. • People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. • There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products SOURCE: FACEBOOK | WEBSITE: http://www.facebook.com/press/info.php?statisticsMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  26. 26. AFRICA INFOGRAPHSMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  27. 27. 93% POPULARITY IN AFRICA SOURCE: STATSCOUNTER GLOBAL STATS | WEBSITE: http://gs.statcounter.com/#social_media-af-monthly-201005-201105-bar | DATE: MAY 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  28. 28. Facebook Intern Paul Butler was interested in the locations of friendships, so he decided to create a visualization of Facebook connections around the globe. KEY OBSERVATIONS FOR AFRICA: TRAFFIC CENTERED AROUND MAJOR CITIES MAJOR TRAFFIC COUNTRIES INCLUDED SOUTH AFRICA KENYA, NIGERIA, GHANA AND EGYPT NEXT STEP: INCREASE TRAFFIC TO ZAMBIA, ZIMBABWE, ANGOLA, GABON, SENEGAL Source: Facebook | Website: http://tinyurl.com/facebookdatamapMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  29. 29. BRANDED MOBILE WEB SOCIAL NETWORKS Motribe is a platform enabling users, brands, agencies and publishers across the world to build and manage their own mobile social communities. Motribe HQ is situated in Cape Town, South Africa and was started by the co-founders in August, 2010. OVER 1,3 MILLIONS USERS KEY FACTORS ARE LEADING TO MOTRIBES SUCCESS: • Social communities are accessed via the Mobile Internet from almost any WAP enabled handset • Members of the communities contribute and engage • The communities are themed (Music, Sports etc) • In platform mobile advertising EngineMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  30. 30. CONCLUSIONS • Social media portals are the most popular sites on the mobile web in Africa according to Opera Mini • To drive mobile data revenues, it is advised that mobile operators align their data strategies with popular social networks • As social network memberships increase, mobile data revenues will increase proportionatelyMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  31. 31. 65% of Google’s searches in SA take place over the weekend via the mobile web.MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  32. 32. THE IMPACT OF MOBILE ADVERTISING NETWORKS IN AFRICAMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  33. 33. THE KEY MOBILE ADVERTISING NETWORKS IN AFRICA InMobi is one of the largest mobile advertising networks in the world and is the largest among advertising network companies that are not affiliated with any platform. Headquartered in Bangalore, India, it has offices in North America, United Kingdom, Singapore, South Africa, Kenya, and Japan. AdMob is one of the worlds largest mobile advertising networks, offering solutions for discovery, branding and monetization on the mobile web. Mobile devices are a critical media platform and Admob are building the tools to let every business on earth leverage mobile. Admob is owned by Google BuzzCity is a global advertising network. Since inception in 1999, BuzzCity has evolved and grown significantly to one of the largest mobile advertising networks in the world with traffic being generated all over the worldMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  34. 34. AFRICA SUMMARY (APRIL 2011) SOURCE: INMOBI RESEARCH | WEBSITE: http://tinyurl.com/inmobi-april2011 | DATE: APRIL 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  35. 35. NETWORK: SA, KE & NG – MAR ‘11 REPORT METRICS (MARCH 2011) SOUTH AFRICA NIGERIA KENYA MONTHLY MOBILE AD IMPRESSIONS Total Monthly Ad Impressions 854,763,644 237,904,357 HANDSET SHARE BY IMPRESSIONS Alcatel OT 305 4.30% Balckberry 8520 Blackberry 8520 6.40% Nokia 1680c 0.052 Nokia 2600c 4.20% Nokia 3110c 0.03 Nokia 5230 2.70% Nokia 6120c Nokia 6300 Nokia E63 0.038 Nokia N70 Samsung C3010 0.031 Samsung E250i 9.70% Samsung GT S5233a 0.04 MANUFACTURER SHARE BY IMPRESSIONS Nokia 42% 62% Samsung 0.34 0.16 Alcatel 10% 9% Sony Ericsson 0.06 0.05 Motorola 2% 4% LG 0.06 0.03 RIM - - Others 0.01 0.01 OS SHARE BY IMPRESSIONS Nokia OS 23.30% 54.10% Symbian OS 0.191 0.083 RIM OS 9.70% - Android OS - 0.013 SOURCE: INMOBI RESEARCH | WEBSITE: http://www.inmobi.com/research/ | DATE: MARCH 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  36. 36. CASE STUDY USING INMOBIMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  37. 37. MOBILE WEB – MARCH 2010 South Africa 226 855 666 Egypt 156 348 219 Nigeria 139 216 042 Libyan 124 868 758 Sudan 71 644 019 Kenya 71 077 957 Tanzania 45 095 262 Ghana 32 644 392 Cote DIvoire 24 642 726 Namibia 19 931 700 Morocco 14 994 371 Mozambique 14 631 560 Mauritius 13 973 353 Angola 11 799 138 Senegal 7 040 487 Mali 5 970 129 1 BILLION Ad Requests in Africa Malawi 5 836 169 Tunisia 4 939 154 Reunion 4 816 162 Zambia 4 064 868 - 50 000 000 100 000 000 150 000 000 200 000 000 250 000 000 Data provided byMOBILE INTERNET IN AFRICA 2009 AdMob, Inc. Confidential & Proprietary INSIGHTS AND THOUGHTS
  38. 38. AFRICA HANDSETS – MARCH 201040.0% 37.5% 70.0% 33.4% 59.6%35.0% 60.0%30.0%25.0% South Africa 50.0% Africa 40.0%20.0% 30.0%15.0% 9.6% 20.0% 14.3%10.0% 7.5% 6.0% 7.6% 5.0% 5.0% 10.0% 3.1% 2.1% 1.0% 0.8% 1.0% 0.8% 0.5% 0.5% 0.4% 0.3% 0.2% 0.2% 0.2% 0.0% 0.0% 10.0% 9.0% 9.0% 8.0% 7.0% South Africa 6.0% 4.8% 5.0% 4.0% 3.0% 2.7% 2.7% 2.7% 3.0% 1.9% 1.8% 1.5% 1.5% 2.0% 1.0% 0.0%MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  39. 39. AFRICA GROWTH – DECEMBER 2010MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  40. 40. MOBILE AD NETWORK – Q1 2011 SOURCE: BUZZCITY / VOMO | WEBSITE: http://tinyurl.com/buzzcity-Q12011 | DATE: Q1 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  41. 41. MOBILE AD NETWORK – Q4 2010 SOURCE: BUZZCITY | WEBSITE: http://www.buzzcity.com/l/BuzzCity-Mobile-Ad-Index-Q4-2010.pdf | DATE: Q4 2010MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  42. 42. OTHER MOBILE ADVERTISING CHANNELS • Through Vodacom Mobile Media as an advertiser you have access to top-ranked social media such as The Grid and the Vlive! • Portal collectively with over 55 million impressions per month, and 4.1 million unique users per month. SOURCE: VODACOM | WEBSITE: http://vodacommobilemedia.com/wp-content/uploads/2011/04/VMM_RateCard_MobileInternet1.pdfMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  43. 43. CONCLUSIONS • Mobile advertising networks provide the best indicators on what type of mobile devices are being utilized in a particular territory. • In Africa across all advertising networks, the most popular device lists are dominated by feature phone NOKIA’S and in particular the Nokia Express Music. • Another indicator provided by mobile advertising networks in a size of the WAP market, with increased subscribers comes increased advertising inventory. • If utilized correctly, a mobile operator can create additional revenue streams by using mobile advertising. Vodacom SA with Vodacom Mobile Media is the best example of telco in Africa leveraging the opportunity to create revenue.MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  44. 44. THE IMPACT OF WAP ENABLED MOBILE DEVICES IN AFRICAMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  45. 45. THOUGHTS • One of the most important facets of the growth of mobile internet in Africa will be the distribution of WAP enabled handsets ranging from basic feature phones through to smart phones. • The two primary barriers to entry for any mobile subscriber who wanted to access the mobile web will be (1) Cost of handset, and (2) WAP capable device. • Mobile partners who partner up with low-cost, high quality mobile handset manufacturers will be able to break those barriers and offer their subscribers devices that allow them to connect to the mobile internet. • Key players in the low cost handset manufacturers include:MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  46. 46. BLACKBERRY vs IPHONE vs ANDROID ON THE VODACOM SA NETWORK Source: Mybroadband | Website: http://tinyurl.com/vodacomsa-mybroadband | Date: April 2011MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  47. 47. IN THE NUMBERS GAME WHICH HANDSETS WILL WIN IN AFRICA? ✗ ✔ ?MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  48. 48. THE FUTURE COST OF HANDSETS HELLO…MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  49. 49. “HEY Amigo, WAKE UP! DON’T FORGET ABOUT ME!” COME UP NEXT…. THE $100 SMARTPHONE IN AFRICAMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  50. 50. HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA HUAWEI SMARTPHONE ANDROID 2.2 (FROYO) OS FULL TOUCH SCREEN 200,000 HANDSETS 2,000 ACTIVATIONS PER DAY “ANDROID OS IS THE FASTING GROWING OS PLATFORM ON THE INMOBI MOBILE ADVERTISING NETWORK IN KENYA (MARCH 2011)” *COST: $100 * The cost is with operator $12 - $20 subsidyMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  51. 51. TIGO GHANA – FACEBOOK PHONE BY MI-FONE PHONE FEATURES INCLUDE: Camera Qwerty keypad Email access Fm radio Memory Card slot Java Big 2inch screen 64 Midi Ringtone / MP3 PACKAGE INCLUDE: 2Ghc airtime and 1GB of data for 30 days. RETAIL PRIZE: Ghc49.99 (± US$ 32)MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  52. 52. By 2013, mobile phones will overtake PC’s as the most common web access device worldwide (Source: Merrill Lynch)MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
  53. 53. For further information and insights into Mobile Telecoms in Africa, feel free to make contact: JONATHAN HOEHLER ANDREW McHENRY EMAIL: Jonathan@starfishmobile.com EMAIL: andrewmchenry65@gmail.com TWITTER: @JonHoehler TWITTER: @andrewmchenry SKYPE: jonhoehler SKYPE: andrewmchenry1 MOBILE: +27 (0) 83 712 2534 MOBILE: +27 (0) 78 613 7090 BLOG: jonhoehler.posterous.comMOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS
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