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Insights into the Mobile Internet in Africa

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The presentation is a collection of information, insights and stats around the mobile internet in Africa. Its purpose is to provide perspective on the mobile internet in Africa and its potential......

The presentation is a collection of information, insights and stats around the mobile internet in Africa. Its purpose is to provide perspective on the mobile internet in Africa and its potential for growth.

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  • 1. MOBILE INTERNET IN AFRICA
    Image: www.wallpaper4u.org
    INSIGHTS INTO THE MOBILE INTERNET IN AFRICA
  • 2. PRESENTATION DISCLAIMER
    • This presentation is a collection of mobile and internet data that I have been exposed to over the past few years
    • 3. This presentation’s intention is to provide a collective insight into the mobile internet landscape in Africa based on what information is available
    • 4. The views, analysis and commentary in the presentation are purely the thoughts of the presentation contributors using the information at our disposal to draw conclusions and provide insights
    • 5. All sources where available have been credited
    • 6. 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 criticism about the presentation please don’t hesitate to make contact.
     THANK YOU!
  • 7. LETS START GLOBALLY BEFORE WE LOOK LOCALLY
    Image: wallpapers-zone.info
    COME UP NEXT…. GLOBAL MOBILE AND DEVICE STATISTICS
  • 8. THOUGHTS
    • No other technology has had such an impact on humanity like the mobile telephony.
    • 9. According to statistics, there are 5 active sim cards for every 6 humans on the planet….. That’s EPIC!
    • 10. As the global population increases, so will the entire audience of mobile users will proportionately increase with the developing world seeing the biggest impact of this increase.
    • 11. With increased undersea cables being laid on the East and West coast of Africa, and Mobile operators and back haul networks installing inland networks Africa is poised to experience a mobile internet boom
    • 12. Key is understanding Africa and its consumers…
  • HOW BIG IS THE MOBILE AUDIENCE?
    Image: peopleareamazing.net/
  • 13. MOBILE SUBSCRIBERS and TABLET AND SMARTPHONE USERS vs. OTHER MARKETS
    Chart via: businessinsider.com
  • 14. GLOBAL CONNECTED DEVICES SHIPMENTS
    Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/
    Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011
  • 15. GLOBAL 3G STATISTICS
    Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/
    Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011
    AFRICA’S CHALLENGE INCREASING HIGH SPEED WIRELESS INTERNET SERVICES ACROSS ALL MOBILE MARKETS
  • 16. NOW LETS LOOK LOCALLY
    COME UP NEXT…. MOBILE INTERNET IN AFRICA
  • 17. 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 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.”
    Source: Analsys Mason Fixed Broadband Worldwide Forecast 2009-2015;
  • 18. 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 USER
  • 19. AFRICA IS MASSIVETRUE STORY!!!!!
    THE TRUE SIZE OF AFRICA
    Image source: http://tinyurl.com/6cxa3yu
  • 20. COME UP NEXT…. SOME INTERESTING STATISTICS ABOUT TELECOMS IN AFRICA
  • 21. AFRICA AND MIDDLE EASTSUBSCRIBER FORECASTS
    FACT: MOBILE SUBSCRIBERS IN AFRICA HAVE MULTIPLE SIM CARDS AND ARE NOT SCARED TO USE THEM.
    Note: Figures refer to year-endSource: Informa Telecoms & Media
  • 22. MOBILE VALUE ADDED SERVICES REVENUE IN AFRICA 2008 - 2014
    FACT: MOBILE SUBSCRIBERS IN AFRICA ARE BECOMING MORE AWARE OF WHAT THEIR MOBILE DEVICES CAN DO! AS MORE VALUE ADDED SERVICES (SMS, MMS, WAP ETC) BECOME AVAILABLE, SUBSCRIBERS WILL ENGAGE & INCREASE
    .
    Source: Informa Telecoms and Media
  • 23. 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 2012
  • 24. COME UP NEXT…. ANALYSIS OF AVAILABLE MOBILE INTERNET DATA
  • 25. THE IMPACT OF OPERA MINI BROWSER IN AFRICA
    THE STATE OF THE MOBILE WEB REPORTS APRIL 2011
  • 26. 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, Android and iOS application
    STATE OF THE OPERA MINI BROWSER – APRIL 2011
    • 107.1 million people used Opera Mini globally in April 2011
    • 27. 57.9 billion pages were served
    • 28. 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.
    • 29. 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.
    • 30. Since March, page views have gone down 3.1%.
    • 31. 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 2011
  • 32. OPERA MINI AFRICA SNAPSHOT
    MOBILE DATA USAGEACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA
    SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/| DATE: APRIL 2011
  • 33. OPERA MINI AFRICA SNAPSHOT
    TOP VIEWED SITES ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA
    SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/| DATE: APRIL 2011
  • 34. OPERA MINI AFRICA SNAPSHOT
    TOP WAP HANDSETSACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA
    SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/| DATE: APRIL 2011
  • 35. OPERA MINI AFRICA SNAPSHOT
    KEY OBSERVATIONS
    THE MOST POPULAR HANDSETS ACCORDING TO OPERA MINI
    THE MOBILE WEB SITES THAT MOBILE OPERATORS SHOULD ALIGN WITH TO DRIVE MOBILE DATA USAGE
    SEARCH
    SOCIAL MEDIA
    NEWS AND UTILITY
  • 36. 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 2011
  • 37. Page Views
  • 38. FACEBOOK GLOBALMOBILE STATISTICS
    • There are more than 250 million active users currently accessing Facebook through their mobile devices.
    • 39. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
    • 40. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile
    SOURCE: FACEBOOK | WEBSITE: http://www.facebook.com/press/info.php?statistics
  • 41. WEB EXAMPLE
    • Example: M-CEL in Mozambique using Facebook
  • AFRICA INFOGRAPHS
  • 42. 93% POPULARITY IN AFRICA
    SOURCE: STATSCOUNTER GLOBAL STATS | WEBSITE: http://gs.statcounter.com/#social_media-af-monthly-201005-201105-bar| DATE: MAY 2011
  • 43. 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/facebookdatamap
  • 44. 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 1,4 MILLIONS USERS
    KEY FACTORS ARE LEADING TO MOTRIBES SUCCESS:
    • Social communities are accessed via the Mobile Internet from almost any WAP enabled handset
    • 45. Members of the communities contribute and engage
    • 46. The communities are themed (Music, Sports etc)
    • 47. In platform mobile advertising Engine
    • 48. Real time reporting and metrics for instant measurability
  • CONCLUSIONS
    • Social media portals are the most popular sites on the mobile web in Africa according to Opera Mini
    • 49. To drive mobile data revenues, it is advised that mobile operators align their data strategies with popular social networks and platforms
    • 50. As social network memberships increase, mobile data revenues will increase proportionately
    • 51. With social media mobile operators, brands, media owners etc have the ability to actually engage in conversation with their consumers. The mobile web provides that stepping stone to leverage this growing trend.
    • 52. In Africa, Mobile web is going to be that gateway between corporate and consumers with social media providing the medium to build this relationship
  • 65% of Google’s searches in SA take place over the weekend via the mobile web.
  • 53. THE IMPACT OF MOBILE ADVERTISING NETWORKS IN AFRICA
  • 54. 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 world's 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 world
  • 55. AFRICA SUMMARY (APRIL 2011)
    SOURCE: INMOBI RESEARCH | WEBSITE: http://tinyurl.com/inmobi-april2011| DATE: APRIL 2011
  • 56. NETWORK
    SA, KE & NG – MAR ‘11
    SOURCE: INMOBI RESEARCH | WEBSITE: http://www.inmobi.com/research/| DATE: MARCH 2011
  • 57. CASE STUDY USING INMOBI
  • 58. NETWORK - OBSERVATIONS
    SOUTH AFRICA
    • SMARTPHONES EQUAL 24% OF ALL IMPRESSIONS (MARCH 2011)
    • 59. - 8% GROWTH IN MOBILE IMPRESSIONS OVER DEC 2010 TO MAR 2011
    • 60. 7% GROWTH IN SMARTPHONE IMPRESSIONS
    • 61. RIM OS SHOWS THE FASTEST GROWTH IN THE REGION
    NIGERIA
    • SMARTPHONES EQUAL 9% OF ALL IMPRESSIONS (MARCH 2011)
    • 62. 36% GROWTH IN MOBILE IMPRESSIONS OVER DEC 2010 TO MAR 2011
    • 63. 26% GROWTH IN SMARTPHONE IMPRESSIONS
    • 64. SYMBIAN OS SHOWS THE FASTEST GROWTH IN THE REGION
    KENYA
    • SMARTPHONES EQUAL 6.7% OF ALL IMPRESSIONS (MARCH 2011)
    • 65. 16% GROWTH IN MOBILE IMPRESSIONS OVER DEC 2010 TO MAR 2011
    • 66. 21% GROWTH IN SMARTPHONE IMPRESSIONS
    • 67. ANDROID OS SHOWS THE FASTEST GROWTH IN THE REGION
    (Huawei / Google phone U8150 sub $100 device)
  • 68. MOBILE WEB – MARCH 2010
    1 BILLION Ad Requests in Africa
    Data provided by
    2009 AdMob, Inc. Confidential & Proprietary
  • 69. AFRICA HANDSETS – MARCH 2010
    Africa
    South Africa
    South Africa
  • 70. AFRICA GROWTH – DECEMBER 2010
  • 71. MOBILE AD NETWORK – Q1 2011
    SOURCE: BUZZCITY / VOMO | WEBSITE: http://tinyurl.com/buzzcity-Q12011 | DATE: Q1 2011
  • 72. MOBILE AD NETWORK – Q4 2010
    SOURCE: BUZZCITY | WEBSITE: http://www.buzzcity.com/l/BuzzCity-Mobile-Ad-Index-Q4-2010.pdf| DATE: Q4 2010
  • 73. 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!
    • 74. 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.pdf
  • 75. CONCLUSIONS
    • Mobile advertising networks provide the best indicators on what type of mobile devices are being utilized in a particular territory and in particular which ones are using the mobile internet
    • 76. Across Africa and all advertising networks, the most popular device lists are dominated by feature phone NOKIA DEVICES
    • 77. Another indicator provided by mobile advertising networks in a size of the WAP market, with increased subscribers comes increased advertising inventory.
    • 78. An interesting observation is declining growth in South Africa with an over saturation of the market. High growth rates are now being seen in the other markets in Africa like Nigeria and Kenya with more available handsets coming into the markets
    • 79. The growth of the Android OS in Kenya on InMobi is proof that smartphones if priced correctly will become more prevalent across Africa
    • 80. 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.
  • THE IMPACT OF WAP ENABLEDMOBILE DEVICES IN AFRICA
  • 81. 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.
    • 82. 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.
    • 83. Mobile partners who partner up with price competitive, 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.
    • 84. Key players in the low cost handset manufacturers include:
  • BLACKBERRY vs IPHONE vs ANDROID
    ON THE VODACOM SA NETWORK
    Source: Mybroadband | Website: http://tinyurl.com/vodacomsa-mybroadband | Date: April 2011
  • 85. HOW BIG IS THE IPHONE AUDIENCE IN SA?
    SOUTH AFRICA’S MOBILE MARKET = 52 MILLION
    NOW, SOCCER CITY HOLDS 95,000 PEOPLE
    +
    = 190,000
    Estimate from industry experts
    TOTAL IPHONE UNIVERSE IN SOUTH AFRICA ACROSS VODACOM AND MTN
  • 86. HOW BIG IS THEBLACKBERRYAUDIENCE IN SA?
    SOUTH AFRICA’S MOBILE MARKET = 52 MILLION
    NOW, SOCCER CITY HOLDS 95,000 PEOPLE
    = 1,5 MIL
    Estimate from industry experts
    TOTAL BLACKBERRY UNIVERSE IN SOUTH AFRICA
  • 87. HOW BIG IS THE FEATURE DEVICE AUDIENCE IN SA?
    SOUTH AFRICA’S MOBILE MARKET = 52 MILLION
    NOW, SOCCER CITY HOLDS 95,000 PEOPLE
    = 15 MIL
    Estimate from industry experts
    TOTAL ACTIVE WAP ENABLED FEATURE PHONE UNIVERSE IN SOUTH AFRICA
  • 88. IN THE NUMBERS GAME WHICH WAP HANDSETS WILL WIN IN AFRICA?


    ?
  • 89. THE FUTURE COST OF HANDSETS
    HELLO…
  • 90. “HEY JON, WAKE UP! DON’T FORGET ABOUT ME!”
    COME UP NEXT…. THE $100 SMARTPHONE IN AFRICA
  • 91. HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA
    HUAWEI SMARTPHONE
    ANDROID 2.2 (FROYO) OS
    FULL TOUCH SCREEN
    200,000 HANDSETS SHIPPED
    2,000 ACTIVATIONS PER DAY
    “ANDROID OS IS THE FASTING GROWING OS PLATFORM ON THE INMOBI MOBILE ADVERTISING NETWORK IN KENYA (MARCH 2011)”
    SUBSIDIZED COST: KS 8,499 or $95.00
  • 92. HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA
  • 93. TIGO GHANA – FACEBOOK PHONE BY MI-FONE
    PHONE FEATURES INCLUDE:
    Camera Qwerty keypad
    Email access Fm radio
    Memory Card slot Java
    Big 2inch screen 64 Midi Ringtone / MP3
    PACKAGE INCLUDE:
    2Ghc airtime and 1GB of data for 30 days.
    RETAIL PRIZE: Ghc49.99 (± US$ 32)
  • 94. By 2013, mobile phones will overtake PC’s as the most common web access device worldwide (Source: Merrill Lynch)
  • 95. For further information and insights into Mobile Internet in Africa, feel free to make contact:
    JONATHAN HOEHLER
    EMAIL: Jonathan@starfishmobile.com
    TWITTER: @JonHoehler
    SKYPE: jonhoehler
    MOBILE: +27 (0) 83 712 2534
    BLOG: jonhoehler.posterous.com
    ANDREW McHENRY
    EMAIL: andrewmchenry65@gmail.com
    TWITTER: @andrewmchenry
    SKYPE: andrewmchenry1
    MOBILE: +27 (0) 78 613 7090
  • 96. PRESENTATION COLLABORATORS
    Jonathan Hoehler
    With almost 8 years of experience in the mobile telecoms space in Africa with Starfish Mobile International Inc, Jonathan has been exposed to many the possibilities that are present in mobile telecoms in Africa.
    Having started at Starfish Mobile in early 2004, Jonathan has moved from the mobile content department through to the position of Head of Operations in 2006. In 2008, Jonathan was appointed to the position of Chief Technical officer of Starfish Mobile International.
    Now in 2011 with the added role of business development at Starfish Mobile, Jonathan is exploring new business and revenue generating opportunities across the African Continent. With in-country experience in Nigeria, Ghana, Uganda, Tanzania, and Congo DRC to name but a few, Jonathan and the Starfish Mobile team are uniquely positioned to execute the opportunities in the continent that range from traditional SMS Mobile Marketing and Content Services through to mobile portals, applications, ecosystems, and advertising.
    Andrew McHENRY
    Former Head of Mobile and Content for GARMAP, with the overall responsibility of running the Garmap Mobile and Content departments. Having started in March 2008 we have grown our Garmap for Mobile Navigation install base from only a few thousand to 100K+ in South Africa only.
    Prior to joining Garmap I was employed for five years working at Leaf International Communication, having spent two years heading up Leaf’s African expansion, selling to mobile operators and partners in sub-Saharan African. Before I took on the African expansion role I was Leaf’s executive account manager on the MTN account looking after the http://www.mtnloaded.co.za portal, at time it was the largest mobile portal in Africa with over one million subscribers.
    With twenty years experience in the information technology industry, spanning software, hardware and custom application development. Having held positions of sales and marketing manager for Packard Bell NEC South Africa, and spearheaded the launching of NEC Direct. Before joining NEC I was a founding member of Aqua Online with the position marketing manager. With overall experience within the ITC industry including international expertise, having spent nine years in North America and two years in Europe holding various management positions in channel sales, corporate sales, telesales and product management.