“ bridging the digital divide through mobile internet” Empowering The Youth Through Digital Inclusion

Kenya’s leading youth solutions centre media marketing strategy Teenwise Media Ltd.

1. Organization Background Founded in 2001 as publishers of Kenya’s leading youth magazine, The Insyder, Teenwise Media Limited has been involved in the youth media, marketing and strategy for about a decade. We specialize in providing various youth specific marketing solutions for our clients including experiential marketing, e-marketing, sampling, in-campus promotions, creative communication consultation and marketing strategy consultation.

Teenwise Media Bouquet of Products 1. Organization Background

2. The WiMAX EA Conference 1. WiMAX EA Conference Objectives This interactive event will focus on WiMAX and its related markets, and will explore and clarify all aspects of what is likely to be the next significant advance in wireless, namely: Conducing regulation and Spectrum management Sound business models Proven equipment and a rich ecosystem of applications Supporting technologies Many uncertainties remain of course, but we believe we will tackle them as we proceed with our WiMAX journey

1. WiMAX EA Conference Objectives

This interactive event will focus on WiMAX and its related markets, and will explore and clarify all aspects of what is likely to be the next significant advance in wireless, namely:

Conducing regulation and Spectrum management

Sound business models

Proven equipment and a rich ecosystem of applications

Supporting technologies

Many uncertainties remain of course, but we believe we will tackle them as we proceed with our WiMAX journey

3. The Kenyan Youth Market Currently 64% of Kenya’s (and the general East Africa) population is younger than 24 years, with the average age of the population being 15 years (compared to a European average of 30 years). The 14-19 year olds population is close to 3.4 million, the 20-24 year olds are about 3.2 million Kenya demographics – by age and urbanization

3. Market Overview Kenya demographics – by age and urbanization 1. 35% URBAN, 65% RURAL 2. The projections of 38.7 million calculated by Youth Dynamix Kenya Ltd. January 2009 Total Kenya urban pop Total Kenya rural pop Kenya total % Total in millions Age category In numbers In numbers Total % In numbers 0-4 years 2,033,806 3,770,687 14.99 5,804,493 5-9 yrs 1,966,440 3,651,964 14.51 5,618,404 10-14 yrs 1,943,235 3,608,865 14.34 5,552,100 15-19 yrs 1,304,905 2,423,395 9.63 3,728,300 20-24 yrs 1,217,446 2,181,144 8.78 3,398,590 25-29 yrs 1,117,515 2,075,385 8.25 3,192,900 30-34 yrs 842,905 1,565,395 6.22 2,408,300 35-39 yrs 649,251 1,205,753 4.79 1,855,004 40-44 yrs 486,395 903,305 3.59 1,389,700 45-49 yrs 441,073 819,135 3.26 1,260,208 50-54 yrs 416,714 773,894 3.08 1,190,608 55-59 yrs 295,295 548,405 2.18 843,700 60-64 yrs 228,767 424,841 1.69 653,608 65-69 yrs 223,027 414,183 1.65 637,210 70-74 yrs 174,234 323,576 1.29 497,810 75-79 yrs 104,615 194,285 0.77 298,900 80+ yrs 97,825 181,675 0.72 279,500 Missing/DK 36,544 67,864 0.27 104,408 Total 13,579,992 25,133,751 100.00 38,713,743

Subscriber base, Kenya - Mobile phones in Kenya 3. Market Overview Communications Commission of Kenya, November 2008 Indicator Population Attribute % Kenya population 38,700,000 100 Universal capacity 25,964,700 67.4 Current connections 12,933,653 36.5 Mobile Penetration - 36.5

3. Market Overview Kenya’s mobile telephony industry is yet to reach its maximum potential. The current penetration stands at 34%, indicating an under service level of 66%. This implies great opportunity for both mobile phone service providers and the youth market in general. To bridge the digital divide, whether through mobile or otherwise, we cannot ignore youth inclusion – it simply isn’t logical!

Kenya’s mobile telephony industry is yet to reach its maximum potential. The current penetration stands at 34%, indicating an under service level of 66%.

This implies great opportunity for both mobile phone service providers and the youth market in general.

To bridge the digital divide, whether through mobile or otherwise, we cannot ignore youth inclusion – it simply isn’t logical!

4. The Global Market vis-à-vis Kenya Not only is the Opera Mini browser the most popular mobile phone browser in the planet, it’s the most powerful browsing experience currently available. The Norwegian firm's latest State of the Mobile Web report shows that its user base is up to 20 million unique page views daily & 7.6 billion views monthly. Opera Mini Mobile Web Browser

4. The Global Market vis-à-vis Kenya Opera Mini Mobile Web Browser Global Rankings By Use Rank Country % User Growth 08-09 1 Russia 156.9 2 Indonesia 312.1 3 Ukraine 124.2 4 China 11.2 5 India 166.7 6 South Africa 93.5 7 USA 73 8 UK 63.4 9 Poland 147.2 10 Germany 51.8 11 Egypt 139.3 12 Nigeria 1,854

4. The Global Market vis-à-vis Kenya Opera Mini Mobile Web Browser Global Rankings By Use Mobile internet has great potential in helping bridge the digital divide The mobile phone is the developing world’s version of the PC Mobile internet is set to grow exponentially in the next decade and the greatest growth will be observed in the developing world Mobile internet has been embraced by the youth and are pioneering its usage and penetration in Kenya Youth spend a great deal of their personal time on the mobile phone This makes this device ideal as an educational tool Rank Country % User Growth 08-09 16 Kenya 184.3

Mobile internet has great potential in helping bridge the digital divide

The mobile phone is the developing world’s version of the PC

Mobile internet is set to grow exponentially in the next decade and the greatest growth will be observed in the developing world

Mobile internet has been embraced by the youth and are pioneering its usage and penetration in Kenya

Youth spend a great deal of their personal time on the mobile phone

This makes this device ideal as an educational tool

5. mLearning in Kenya M-learning, or "mobile learning", now commonly abbreviated to "mLearning“ One definition of mobile learning is: Learning that happens across locations, or that takes advantage of learning opportunities offered by portable technologies . mLearning simply is education meeting mobile phone technology In other words, mobile learning decreases limitation of learning location - with the mobility of general portable devices. With a 65% rural population, mLearning opens up new ways of educating this demography mlearning allows for distant and virtual learning at a very minimal cost

M-learning, or "mobile learning", now commonly abbreviated to "mLearning“

One definition of mobile learning is: Learning that happens across locations, or that takes advantage of learning opportunities offered by portable technologies .

mLearning simply is education meeting mobile phone technology

In other words, mobile learning decreases limitation of learning location - with the mobility of general portable devices.

With a 65% rural population, mLearning opens up new ways of educating this demography

mlearning allows for distant and virtual learning at a very minimal cost

5. mLearning in Kenya iTunes University iTunes U is a part of the iTunes Store featuring free lectures, language lessons, audiobooks, and more, that you can enjoy on your iPhone, iPod or computer. You can explore over 100,000 educational audio and video files from top universities, museums and public media organizations from around the world. Some of the most prestigious institutions in the western world, such as the Massachusetts Institute of Technology (MIT), Princeton, Standford, Yale, Oxford and Cambridge offer everything from brief audio interviews to audio and video podcasts of entire courses. mLearning Case Studies That Can Be Borrowed For Kenyan Market

5. mLearning in Kenya Mobile Learning in China Students of all ages in China are now able to use Nokia cellphones to tap into English lessons, test-prep training, and other courses from New Oriental Education & Technology Group, a leading Chinese educational company. The idea of mobile learning is that it will allow students of all ages to access course materials through a mobile phone, maximizing time by providing learning on the go. All mobile learners need is a compatible mobile phone, which even come with educational programs already installed. There are also websites that offer download courses as well. The project is not the first time that courses have been offered via cellphone, but it's part of what is sure to be a growing trend. mLearning Case Studies That Can Be Borrowed For Kenyan Market

5. mLearning in Kenya mLearning Technology Manufacturer, Tribal Tech Tribal Tech has even developed the SMS Quiz mLearning Case Studies That Can Be Borrowed For Kenyan Market The SMS Quiz is simple technology with a wide reach It combines paper-based questions and SMS replies It can also be very effective as a promotional tool SMS quizzes are presented on eye-catching fliers which are easy to share and discuss, and can be distributed in class. They are also ideal for more private subject matter, allowing people to engage with sensitive content.

The SMS Quiz is simple technology with a wide reach

It combines paper-based questions and SMS replies

It can also be very effective as a promotional tool

SMS quizzes are presented on eye-catching fliers which are easy to share and discuss, and can be distributed in class.

They are also ideal for more private subject matter, allowing people to engage with sensitive content.

5. mLearning in Kenya It is unfortunate that the mobile phone has been demonized by the Ministry of Education True, just like any technology that’s not checked, it can be misused and used to abet cheating during exams But instead of ‘banning’ the mobile phone in schools, the Ministry of Education should find a beneficial and educational use for the mobile phone The ministry should create a conducive environment where ICT industry can create education-based solutions. I believe this is possible because service providers like Safaricom have successfully launched ‘non-voice’ based or ‘value add’ products/services like MPESA. Government & Private Sector Involvement

It is unfortunate that the mobile phone has been demonized by the Ministry of Education

True, just like any technology that’s not checked, it can be misused and used to abet cheating during exams

But instead of ‘banning’ the mobile phone in schools, the Ministry of Education should find a beneficial and educational use for the mobile phone

The ministry should create a conducive environment where ICT industry can create education-based solutions.

I believe this is possible because service providers like Safaricom have successfully launched ‘non-voice’ based or ‘value add’ products/services like MPESA.

5. mLearning in Kenya The Ministry of Education should challenge the mobile service providers and ICT stakeholders to initiate such type of projects for our schools Mobile service providers can give back, as CSR or otherwise, by developing mobile based curriculum Recently, KIE (Kenya Institute of Education) revived the broadcasting of educational programmes – imagine if this content could also be delivered via mobile phone! Imagine, for instance - when students in Budalangi cannot access their schools due to the flooding, the teacher can simply SMS the week’s coursework them. The applications for the mobile phone as an effective educational tool are immense. Government & Private Sector Involvement

The Ministry of Education should challenge the mobile service providers and ICT stakeholders to initiate such type of projects for our schools

Mobile service providers can give back, as CSR or otherwise, by developing mobile based curriculum

Recently, KIE (Kenya Institute of Education) revived the broadcasting of educational programmes – imagine if this content could also be delivered via mobile phone!

Imagine, for instance - when students in Budalangi cannot access their schools due to the flooding, the teacher can simply SMS the week’s coursework them. The applications for the mobile phone as an effective educational tool are immense.

6. Conclusion The mobile phone is a revolutionary educational device with global implications It is far too important to education’s future for us not to consider using it as an educational tool! Thanks to the mobile phone, the future heralds greater collaboration between students and teachers on course content. Think of it this way; mobile phone users will be able to learn throughout their lives.

The mobile phone is a revolutionary educational device with global implications

It is far too important to education’s future for us not to consider using it as an educational tool!

Thanks to the mobile phone, the future heralds greater collaboration between students and teachers on course content.

Think of it this way; mobile phone users will be able to learn throughout their lives.

THANK YOU