Monetising Mobile 2: Fonestarz

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Duncan Collingwood of Fonestarz discusses the market for mobile content in North Africa and the Middle East. This presentation was given at ME's Monetising Mobile conference in September 2010.

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Monetising Mobile 2: Fonestarz

  1. 1. Finding content that works in the Middle East<br />Market Leading Provider of Mobile and Digital Entertainment Services<br />
  2. 2. Starting with the basics …. One portal, two languages<br />70%<br />of content sales come from the Egyptian Arabic portal and only <br />from the English language portal<br />30%<br />The locally sourced element of content on each portal?<br />68%<br />66%<br />on the English language portal<br />on the Egyptian Arabic portal<br />
  3. 3. Music and audio<br />Recognise him?<br />AmrDiab“rules the Middle East music market” and is the best selling Arab recording artist of all time<br />
  4. 4. Music and audio<br />Last month’s ringtone top 100:<br />Top 4 (that’s 1, 2, 3 + 4)<br />Only “Western” artist in the top 100?<br />Shakira at number 25<br />
  5. 5. Personalisation is still huge but again mainly local .....<br />Wallpapers, themes, animations .... some crossover with the European market<br />But religion features heavily along with local entertainment, Disney, music – and world sport<br />
  6. 6. Games are different .... More of a global play<br />Top suppliers:<br />Top games:<br />
  7. 7. And the pricing is a real challenge and very sensitive<br />Viral example:<br />1EGP = 11.2p<br />2.5EGP = 28p<br />And games<br />6.5EGP = 73p <br />9.5EGP = £1.06<br />
  8. 8. Despite the challenges, it’s a market with growth and huge potential<br />

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