14. 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.
16. 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!
17. 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.
18. 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.
34. 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)
35. 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.
41. 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?
49. 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.
50. 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.
51. 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.
52. 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.
53. 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!
54. 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
55. 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.
56. 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?
57. 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.