Mobile Applications in East Africa by Moses Kemibaro

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  • 1. AITEC East Africa ICT Summit 8th September 2010 Mobile Applications in East Africa Moses Kemibaro, Dotsavvy Limited
  • 2. Leading Quote. “The past is prologue” - Shakespeare
  • 3. What does the future look like?
  • 4. We've come a long way....
  • 5. A long way indeed...
  • 6. To get this far...
  • 7. And even further...
  • 8. And wider...
  • 9. To broadband at our door steps.
  • 10. And better yet, 3G in the palm of our hands!
  • 11. To connecting rural Africa via mobile.
  • 12. The mobile is everywhere in Africa.
  • 13. The mobile scenario in Africa, today.  550+ million mobile subscribers (1 in 3 Africans have a mobile phone)  East Africa has 50+ million mobile subscribers (50% penetration).  2.5G and 3G are becoming ubiquitous on the continent.  Mobile money is becoming de facto.  Total Cost of Ownership (TCO) is dropping.  Legislation is coming into place.
  • 14. Africa's “iPhone”, for now.
  • 15. The mobile in Africa is more than a phone.  SMS/Texting.  The Internet (in all its forms)  Financial Services (i.e. bank and insurance).  Entertainment (i.e radio, tv, camera)  Business.  Health information  Ultimately, a lifestyle enabler across the board!
  • 16. The case for mobile apps in East Africa.  A market of over 50 million mobile subscribers.  Proliferation of mobile data services.  Mobile money enables monetization for mobile apps.  Skillbase is growing as app developers and initiatives take root.  Innovative mobile apps like M-Pesa show potential for success.  Global trends give diriection.
  • 17. What is happening on the ground?  Innovation hubs are being set-up.  Academic institutions are partnering with business for incubators.  M-commerce start-ups are proliferating.  Mobile money is commonplace and augmented.  Government services are going “M”.  Learning is going mobile.  Ultimately, change is happening.
  • 18. The Safaricom Academy.
  • 19. Emobilis Mobile Technology Academy.
  • 20. Nokia and UON Partner for Mobile Labs.
  • 21. The iHub in Kenya.
  • 22. The Applab in Uganda.
  • 23. InfoDev Mobile App Lab for Africa
  • 24. Kes. 8,000.00 IDEOS Android for Kenya.
  • 25. Nokia's OVI App Wizard.
  • 26. Samsung “Bada” Mobile Apps for Kenya.
  • 27. Android Market launches in Kenya
  • 28. US$ 4M ICT Board Local Content Grant.
  • 29. Apps4Africa
  • 30. Admob.
  • 31. InMobi.
  • 32. BuzzCity.
  • 33. Mobile App Channels.  SMS (Communications and Applications).  SIM card-based (USSD and IVR).  Mobile Web (Using 2G and 3G to access apps via web)  Software Platforms (i.e. Java ME, Android, iOS, Symbian, etc)
  • 34. Where are we today with mobile apps?  A market of over 50 million mobile subscribers in East Africa.  Proliferation of mobile data services.  Mobile money enables monetization for mobile apps.  Skillbase is growing as app developers and initiatives take root.  Innovative mobile apps like M-Pesa and VAS show potential for success.  Global trends point to direction.
  • 35. Nokia OVI - AfroHotOrNot
  • 36. Nokia OVI – Wazzap.
  • 37. Sembuse mobile community.
  • 38. Mocality, mobile business directory.
  • 39. NIC Bank, Mobile Banking.
  • 40. What are the numbers telling us?  Nokia devices lead in Africa giving Symbian and Java ME leadership, for now.  The primary devices in Africa are feature phones but smartphones are becoming commonplace.  Android, Blackberry and Apple will continue to grow.  The question therefore is where should mobile apps in Africa be focussed?
  • 41. Admob Device Statistics: May 2010.
  • 42. Admob Mobile OS Statistics: May 2010.
  • 43. Opera SMW for Kenya: July 2010
  • 44. Opera SMW for Tanzania: June 2010
  • 45. Platforms Used: 2010
  • 46. Marketing Reasons: 2010
  • 47. Technical Reasons: 2010
  • 48. Mobile Apps: M-Government.  Realization of M-Government for G2G, G2B and G2C services.  Global competitiveness in knowledge and business process outsourcing for economic growth.  Creation of new jobs and industries, as well as improved national productivity in existing industries.  Enhanced education via M-Learning.
  • 49. Mobile Apps: M-Business.  World-class and low-cost infrastructure for business applications and content.  Improved access to global markets.  Near-free and real-time global communications due to convergence.  Improved workforce productivity and collaboration with strategic partners.  Emergence new/enhanced business models.
  • 50. Mobile Apps: M-Citizens.  Access to mobile multimedia entertainment, anywhere and anytime.  Improved mobile social networking, collaboration and communication.  Will work or school from home, or anywhere for that matter via mobile.  Improved access to m- services such as m-commerce and m-government.
  • 51. Mobile Apps: M-Infrastructure.  Affordable and accessible high speed mobile Internet, continent-wide and in rural Africa.  Deployment of next generation mobile Internet infrastructure (i.e. 4G) especially in the “last mile”.  Innovation in Africa to take advantage of concepts like m-commerce, converged media, social media, m- learning, etc.
  • 52. Mobile Apps: M-content  There is very limited local m-content in Africa – this is going to a massive opportunity, and a challenge!  Lots of local content already exists, but its not mobile. It has to be digitized, edited, packaged and delivered.  Local content created just for mobile channels will also be key.  Content > Interest > Growth > Value!
  • 53. Mobile Apps: M-Inclusion.  Need for "m-literacy” in Government, Business and Citizenry.  Create m-inclusion programs for the whole country, especially in rural Africa where connectivity is limited.  Confidence and trust needed for the skillful use of mobile apps to play, learn, socialize and work.  A fundamental understanding of the social-economic benefits
  • 54. Mobile Apps: M-Partnerships.  Government and Business must work together to realize the full potential of mobile apps.  Business has to drive innovation and delivery. Government needs to create the enabling environment.  Citizens must be able to fully participate in the mobile apps economy with both the Government and Business.
  • 55. Key factors for Mobile Apps Success.  Availability – Accessible and useful?  Context – Interesting and relevant?  Quality – High standards?  Cost – Affordable for all?  Model – Ad supported? subscription? freemium? sell?
  • 56. In Concluding.  Mobile money shows that Africa can lead in mobile apps when given the chance.  Mobile apps are just getting off the ground in Africa but ultimately have to meld communication and social lifestyle elements to succeed.  The who, why, what and when matter.  Ultimately, value is realized when users engage with mobile apps.
  • 57. Thanks! Moses Kemibaro Dotsavvy Limited e: moses@dotsavvyafrica.com t: www.twitter.com/moseskemibaro w: www.dotsavvyafrica.com b: www.moseskemibaro.com p: +254 (20) 807 7108/9