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Open Access Developments in Africa:
A Google perspective




 Estelle Akofio-Sowah
 26th October 2011
Why Africa?
Challenges & Opportunities…
Why Africa ?
Last frontier for the online world
More than 1 billion people
Infrastructure is arriving:
120Gbit/s >> 15,000Gbit/s
Prices are dropping




 Africa has the highest growth: more than 50% annual
growth in mobile subscriptions over the past 5 years    3
Diversity : Hundreds of Languages
50+ African languages
 Swahili, Hausa, Yoruba, Amharic, Oromo, Somali, Igbo, Shona, Fula
Zulu, Chichewa, Kongo, Akan, Tshiluba, Kinyarwanda, Xhosa, Tigrinya,
Makhuwa, Afrikaans, Gikuyu, More, Kirundi, Sesotho, Tswana, Kanuri,
Umbundu, Northern Sotho, Luyia, Wolof, Bemba, Luo, Maninka, Tsonga,
Sukuma, Ewe, Luganda, Lusoga, Kimbudu, Ibibio-Efik, Bambara, Ometo,
Senoufo, Kalenjin, Kamba, Tiv, Gbaya, Zarma, Baoulé, Lingala, Beti-Pahuin



European languages
 English
 French
 Portuguese


Middle-Eastern languages
 Arabic


                                                                            4
Lack of Local Content
                                          100%
                                          80%
                                                                               Radio
RoW                                       60%                                  TV
                                          40%                                  Mobile
Africa                                                                         Internet
         14%                              20%
                2%     0.2%      0.2%      0%
                                                 GH   KE   NG   SN   UG   SA
         Pop   Users   Hosts   Dom ains     SSA Social / Entertainment is Offline
                                               (2009 penetration comparison)




• Globally, 94 domains per 10,000 people; Africa : 1/10,000
• Africa: 14% of the world’s population but 2% of Internet users
• Lack of online content spanning all African languages


                                                                                     5
Devices & Connectivity : A question of
affordability
More than 50% of 16 year olds who are
                                                                 Price
familiar with the Internet don’t use it                 Price
                                                        $ per
                                                              multiplier of
                                                               GDP per
due “lack of access to a PC” (SSA ICT Survey)           month
                                                                capita
                                                SSA      $45       66x
                                                India    $7         6x
Limited access to financing options,            US       $15       0.3x
besides high proportion of people
without bank accounts.

Fixed line and mobile cost about the
same as in Europe, but broadband in
Africa is 10x more expensive than in
Europe
                                                                              6
Embracing Mobile




               If more people knew (and
                 could afford) that their
                 current mobile already
              allow them to access their
               email or even browse the
                    Internet, Internet
              penetration in Africa would
                  increase significantly!
                                      7
A Closer Look at Ghana…
Online activities – what are people doing online?

   Email, search, instant messaging and social networking are all activities pursued to a great extent
   on computers and mobiles. However, across the two means of access, social networking reigns
   supreme in terms of being the main activity.

Main               Tend to do (TOP 5)                   Via Computer                                                                               Via Mobile Phone
                                          Emailing    17%                                 84%                  Using social networking sites                  59%                      85%
                   Using social networking sites             45%                        78%                           Using a search engine                                          76%
                           Using a search engine 13%                                   77%                                           Emailing                                   68%
                     Instant messaging/ chatting                                    70%                         Instant messaging/ chatting                                    61%
          Streaming/ downloading music/ radio                         36%                            Streaming/ downloading music/ radio                                 47%
          Looking for news or information on a…                      30%                              Looking for news or information on a…                        30%
    Using online dictionaries or encyclopaedias                18%                                                    Viewing online photos                   19%
                           Viewing online photos               17%                                      Streaming/ downloading TV/ Films                     17%
             Streaming/ downloading TV/ Films                 15%                              Using online dictionaries or encyclopaedias                   15%
                                   Online gaming              13%                                                             Online gaming                  14%
           Using video sharing websites such as…              13%                                     Using video sharing websites such as…              11%
                  Making internet calls/ Skyping          7%                                               Reading/ downloading an eBook                6%
               Reading/ downloading an eBook              7%                                                 Making internet calls/ Skyping             5%
                                          Blogging       5%                                                                          Blogging           5%
                               Using online maps         4%                                                               Using online maps         3%
                           Using online Auctions        3%                                                             Using online Auctions        3%
                                 Shopping online        2%                                                                   Shopping online        3%
                                  Online banking        1%                                                                    Online banking       2%


Q10a. When you go online via computer, which are the five things that you tend to do the most often? Q10b. And which of these is the main reason?
                                                                                                                                                                         GOOGLE CONFIDENTIAL
Q15a. When you go online via mobile phone, which are the five things that you tend to do the most often? Q15b. And which of these is the main reason?                                          9
                                                                                                                                                                            AND PROPRIETARY
Base: all users via computer (n=747), all users via mobile (n=463)
Online content – PC versus Mobile

     Identical hierarchy of subjects looked or searched for via computer and mobile phone – no
     indication of a division of labour here.


                                       Via computer                                                                                Via mobile phone
                           Entertainment                          77%                                                      Entertainment                        84%
                                     News                        74%                                                                 News                 63%
                                    Sports                   60%                                                                    Sports                58%
                        Local information             39%                                                               Local information       32%
Research for school/ Academic Research               35%                                         Research for school/ Academic Research         32%
                       Research for work           27%                                                                  Research for work     20%
                             Government          22%                                                                         Government       16%
                    Medical Information         18%                                                                   Medical Information     16%
                              Job hunting       17%                                                Arts & Culture (theatres, concerts, etc)         11%
 Arts & Culture (theatres, concerts, etc)      16%                                                                                Religion          11%
                                  Religion     14%                                                                            Job hunting       9%
                                  Finance      14%                                                                               Weather        9%
                                    Travel     13%                                                                                 Finance      7%
                                 Weather              11%                                                                           Travel     6%
                                 Shopping           7%                                                                           Shopping      5%
                           None of these         3%                                                                         None of these     3%


   Q10c. When you go online via computer, which of the following subjects do you tend to look at or search for?
                                                                                                                                                                  GOOGLE CONFIDENTIAL
   Q15c. When you go online via mobile phone, which of the following subjects do you tend to look at or search for?                                                                     10
                                                                                                                                                                     AND PROPRIETARY
   Base: all users via computer (n=747), all users via mobile (n=463)
Google Zeitgeist – 2010 Top Searches
Global Fastest Rising   Fastest rising          Most frequent
Queries                 searches, Ghana, 2010   searches, Ghana, 2010

chatroulette            waptrick.com            Ghana
ipad                    Opera                   Facebook
justin bieber           World cup               yahoo
nicki minaj             facebook.com            facebook.com
friv                    goal.com                google
myxer                   skype                   pictures
katy perry              premier league          yahoomail
twitter                 Ipad                    love
gamezer                 Storm over paradise     lyrics
facebook                Asamoah Gyan            www.facebook.com




                                                                        11
Drivers for increased internet usage (users)

   For computer users, current usage is most likely to be boosted by a combination of lower costs,
   easier access and improved connection speed. Mobile users place less emphasis on access.


                                       Via Computer                                                            Via Mobile Phone

                          Most Encourage                      Any mention                              Most Encourage                 Any mention

                                   Lower cost         24%              39%                                       Lower cost     25%         37%

                                        Faster     14%              33%                                               Faster    18%         35%

                                 Easier access      18%           30%                                      More knowledge             14%

                           More knowledge                   14%                                               More reliable           12%

                                More reliable              12%                           Discounted rates for frequent users     7%

      Discounted rates for frequent users               7%                                           More relevant content       6%

                     More relevant content             6%                                Safer access (secure, fewer viruses)    6%

       Safer access (secure, fewer viruses)            6%                               Charged by smaller connection times      5%

     Charged by smaller connection times               5%                                      Consistent connection speed       4%

              Consistent connection speed             4%                                More content in my native language       3%


Q21a/b. Which of these would encourage you to use the internet more via computer?
                                                                                                                                              GOOGLE CONFIDENTIAL
Q22a/b. Which of these would encourage you to use the internet more via mobile phone?                                                                               12
                                                                                                                                                 AND PROPRIETARY
Base: all users (n=986)
Barriers to internet usage (non-users)

   Non users are predominantly held back by a lack of knowledge and hardware, but a sizeable %
   indicate that they are simply not interested.
                                                                       Main reason                    Any reason

                                                  I don't know enough about the internet              37%                                  83%
                                                   I don't know where or how to connect        8%                                    64%
                                                                   I don't own a computer                                          60%
                                                                I am simply not interested      16%                          51%
                                                             I don't have time to go online                                46%
                           I don't own a mobile phone that can connect to the internet                                   42%
                                         There is nothing relevant for me on the internet                               40%
                                                  I don't have easy access to the internet                              40%
                                                     I don't see a need to use the internet                             40%
                                                  Internet connections are too expensive                              37%
                                   There is not enough information in my local language                               37%
                                             It is too expensive to connect in a cyber cafe                          36%
                                   I have other and better things to spend my money on                               36%
                                            I don't feel comfortable going to a cyber cafe                          34%
                       There are things on the internet that are not appropriate for my…                          31%
                                    There is too much offensive content on the internet                          30%
                                                        There are no cyber cafes near me                         30%
                                            Internet connections are not reliable enough                       27%
                                                    The internet is not for people like me                    26%
                                                    The electricity supply is too unreliable                  26%
                                                    I am concerned about online security                     25%
                                                        Internet connections are too slow                    25%
                     Other people go online for me and give me the information I need                       23%

Q25a. Which of these apply to you personally?
                                                                                                                                             GOOGLE CONFIDENTIAL
Q25b. Which of these best describes why you personally do not use the internet?                                                                                    13
                                                                                                                                                AND PROPRIETARY
Base: all non-users (n=1014)
Google’s Mission
Google’s Mission for Africa
 Get users online by enabling an accessible, relevant and sustainable
                         Internet ecosystem



1.   Access : reducing access as a barrier
     to all potential users
                                                    Many opportunities
2.   Relevance : making the Internet
                                                      available for
     relevant and useful to local people
                                                     businesses and
                                                       developers
3.   Sustainability : helping to build an
     Internet ecosystem in Africa that is
     viable and sustainable in the long-
     term



                                                                         1
                                                                         5
Access
Access Barriers: Reducing Latency
• Supporting the foundation and encouraging the expansion of
  Internet Exchange Points (IXPs) around Africa: equipment and
  expertise.
• Educating developers to create efficient websites and applications
  to minimise loading times.
   Installing Google caches around Africa to reduce international bandwidth
    requirements for ISPs, improve the user experience and reducing latency.

   Google providing Internet bandwidth, Apps and engineering support for the
    Universities across Africa


                                                    New Product Features Gmail inbox
                                                     preview can be used in high-latency
                                                     environments to improve the user
                                                     experience.


                                                                                    17
Relevance
Making the Internet relevant &
      useful to local people
• Localising Google search
        Many African languages, Hausa, Akan, Swahili, Zulu, Xhosa,
         Afrikaans, Sesotho, Setswana
• Creation of more African content online
        Kenyan Gazette, Nelson Mandela archives
        Google Books partnerships
• Developing products that are locally meaningful and enabling
  African developers to do the same
        More detail on next slide
• Using technology to solve African problems for Africans
        Launching specific Google products for African countries



                                                                      19
Creating the African Internet Experience:
Products
Google Search in multiple African languages
YouTube in South Africa and Kenya
Google Maps in 30+ domains and in Afrikaans
StreetView in South Africa
Google Earth with Africa coverage
Gmail SMS in Ghana, Senegal, Kenya, SA
Gmail in Swahili and Amharic
Google country domains - most SSA countries
Google Translate in Swahili and Afrikaans
Google News – many African countries
Suggest in 12 new African languages
Google Suggest, Maps and Google Chrome
                 in Swahili
Driving Directions in Kenya, Ghana & SA
Local listings
Transliteration for Amharic on GWS in Ethiopia
Trader in Uganda, Ghana and Kenya
Google Baraza – pan-African Q&A
                                                 2
                                                 0
Sustainability
Helping to build an Internet ecosystem
in Africa
• Outreach to Students, Developers & Businesses
       We are helping to strengthen and empower the community of
        internet users in Africa
       We are working with universities: raising the level of curriculum,
        raising awareness about Google, and encouraging innovation and
        entrepreneurship
       We are also working and partnering with start-ups, publishers, the
        media, NGOs and more
• Awareness and Education
       We are raising awareness among African consumers, business and
        Government, about the opportunities and value of the Internet



                                                                         22
Student, Developer & Entrepreneur
               Outreach
Educate the community on tools and applications that make the web and
mobile experiences better and more relevant

How we engage:
     G-Africa events and DevFest
     Barcamps, code clinics, competitions, tech hubs.
     Apps, Android and Marketing Competitions
     University programs, curriculum & tech talks
2011 Results:
     ~ 20,000 users reached
     Participated in over 35 community events across 14 countries
     Google Technology User Groups (GTUGs) from 1 – 17


                                                                        2
                                                                        3
Thank you!
         Thank you!




"Life's most persistent and urgent question
 is 'What are you doing for others?'" MLK

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Open access developments in Africa: A Google perspective

  • 1. Open Access Developments in Africa: A Google perspective Estelle Akofio-Sowah 26th October 2011
  • 2. Why Africa? Challenges & Opportunities…
  • 3. Why Africa ? Last frontier for the online world More than 1 billion people Infrastructure is arriving: 120Gbit/s >> 15,000Gbit/s Prices are dropping  Africa has the highest growth: more than 50% annual growth in mobile subscriptions over the past 5 years 3
  • 4. Diversity : Hundreds of Languages 50+ African languages  Swahili, Hausa, Yoruba, Amharic, Oromo, Somali, Igbo, Shona, Fula Zulu, Chichewa, Kongo, Akan, Tshiluba, Kinyarwanda, Xhosa, Tigrinya, Makhuwa, Afrikaans, Gikuyu, More, Kirundi, Sesotho, Tswana, Kanuri, Umbundu, Northern Sotho, Luyia, Wolof, Bemba, Luo, Maninka, Tsonga, Sukuma, Ewe, Luganda, Lusoga, Kimbudu, Ibibio-Efik, Bambara, Ometo, Senoufo, Kalenjin, Kamba, Tiv, Gbaya, Zarma, Baoulé, Lingala, Beti-Pahuin European languages  English  French  Portuguese Middle-Eastern languages  Arabic 4
  • 5. Lack of Local Content 100% 80% Radio RoW 60% TV 40% Mobile Africa Internet 14% 20% 2% 0.2% 0.2% 0% GH KE NG SN UG SA Pop Users Hosts Dom ains SSA Social / Entertainment is Offline (2009 penetration comparison) • Globally, 94 domains per 10,000 people; Africa : 1/10,000 • Africa: 14% of the world’s population but 2% of Internet users • Lack of online content spanning all African languages 5
  • 6. Devices & Connectivity : A question of affordability More than 50% of 16 year olds who are Price familiar with the Internet don’t use it Price $ per multiplier of GDP per due “lack of access to a PC” (SSA ICT Survey) month capita SSA $45 66x India $7 6x Limited access to financing options, US $15 0.3x besides high proportion of people without bank accounts. Fixed line and mobile cost about the same as in Europe, but broadband in Africa is 10x more expensive than in Europe 6
  • 7. Embracing Mobile If more people knew (and could afford) that their current mobile already allow them to access their email or even browse the Internet, Internet penetration in Africa would increase significantly! 7
  • 8. A Closer Look at Ghana…
  • 9. Online activities – what are people doing online? Email, search, instant messaging and social networking are all activities pursued to a great extent on computers and mobiles. However, across the two means of access, social networking reigns supreme in terms of being the main activity. Main Tend to do (TOP 5) Via Computer Via Mobile Phone Emailing 17% 84% Using social networking sites 59% 85% Using social networking sites 45% 78% Using a search engine 76% Using a search engine 13% 77% Emailing 68% Instant messaging/ chatting 70% Instant messaging/ chatting 61% Streaming/ downloading music/ radio 36% Streaming/ downloading music/ radio 47% Looking for news or information on a… 30% Looking for news or information on a… 30% Using online dictionaries or encyclopaedias 18% Viewing online photos 19% Viewing online photos 17% Streaming/ downloading TV/ Films 17% Streaming/ downloading TV/ Films 15% Using online dictionaries or encyclopaedias 15% Online gaming 13% Online gaming 14% Using video sharing websites such as… 13% Using video sharing websites such as… 11% Making internet calls/ Skyping 7% Reading/ downloading an eBook 6% Reading/ downloading an eBook 7% Making internet calls/ Skyping 5% Blogging 5% Blogging 5% Using online maps 4% Using online maps 3% Using online Auctions 3% Using online Auctions 3% Shopping online 2% Shopping online 3% Online banking 1% Online banking 2% Q10a. When you go online via computer, which are the five things that you tend to do the most often? Q10b. And which of these is the main reason? GOOGLE CONFIDENTIAL Q15a. When you go online via mobile phone, which are the five things that you tend to do the most often? Q15b. And which of these is the main reason? 9 AND PROPRIETARY Base: all users via computer (n=747), all users via mobile (n=463)
  • 10. Online content – PC versus Mobile Identical hierarchy of subjects looked or searched for via computer and mobile phone – no indication of a division of labour here. Via computer Via mobile phone Entertainment 77% Entertainment 84% News 74% News 63% Sports 60% Sports 58% Local information 39% Local information 32% Research for school/ Academic Research 35% Research for school/ Academic Research 32% Research for work 27% Research for work 20% Government 22% Government 16% Medical Information 18% Medical Information 16% Job hunting 17% Arts & Culture (theatres, concerts, etc) 11% Arts & Culture (theatres, concerts, etc) 16% Religion 11% Religion 14% Job hunting 9% Finance 14% Weather 9% Travel 13% Finance 7% Weather 11% Travel 6% Shopping 7% Shopping 5% None of these 3% None of these 3% Q10c. When you go online via computer, which of the following subjects do you tend to look at or search for? GOOGLE CONFIDENTIAL Q15c. When you go online via mobile phone, which of the following subjects do you tend to look at or search for? 10 AND PROPRIETARY Base: all users via computer (n=747), all users via mobile (n=463)
  • 11. Google Zeitgeist – 2010 Top Searches Global Fastest Rising Fastest rising Most frequent Queries searches, Ghana, 2010 searches, Ghana, 2010 chatroulette waptrick.com Ghana ipad Opera Facebook justin bieber World cup yahoo nicki minaj facebook.com facebook.com friv goal.com google myxer skype pictures katy perry premier league yahoomail twitter Ipad love gamezer Storm over paradise lyrics facebook Asamoah Gyan www.facebook.com 11
  • 12. Drivers for increased internet usage (users) For computer users, current usage is most likely to be boosted by a combination of lower costs, easier access and improved connection speed. Mobile users place less emphasis on access. Via Computer Via Mobile Phone Most Encourage Any mention Most Encourage Any mention Lower cost 24% 39% Lower cost 25% 37% Faster 14% 33% Faster 18% 35% Easier access 18% 30% More knowledge 14% More knowledge 14% More reliable 12% More reliable 12% Discounted rates for frequent users 7% Discounted rates for frequent users 7% More relevant content 6% More relevant content 6% Safer access (secure, fewer viruses) 6% Safer access (secure, fewer viruses) 6% Charged by smaller connection times 5% Charged by smaller connection times 5% Consistent connection speed 4% Consistent connection speed 4% More content in my native language 3% Q21a/b. Which of these would encourage you to use the internet more via computer? GOOGLE CONFIDENTIAL Q22a/b. Which of these would encourage you to use the internet more via mobile phone? 12 AND PROPRIETARY Base: all users (n=986)
  • 13. Barriers to internet usage (non-users) Non users are predominantly held back by a lack of knowledge and hardware, but a sizeable % indicate that they are simply not interested. Main reason Any reason I don't know enough about the internet 37% 83% I don't know where or how to connect 8% 64% I don't own a computer 60% I am simply not interested 16% 51% I don't have time to go online 46% I don't own a mobile phone that can connect to the internet 42% There is nothing relevant for me on the internet 40% I don't have easy access to the internet 40% I don't see a need to use the internet 40% Internet connections are too expensive 37% There is not enough information in my local language 37% It is too expensive to connect in a cyber cafe 36% I have other and better things to spend my money on 36% I don't feel comfortable going to a cyber cafe 34% There are things on the internet that are not appropriate for my… 31% There is too much offensive content on the internet 30% There are no cyber cafes near me 30% Internet connections are not reliable enough 27% The internet is not for people like me 26% The electricity supply is too unreliable 26% I am concerned about online security 25% Internet connections are too slow 25% Other people go online for me and give me the information I need 23% Q25a. Which of these apply to you personally? GOOGLE CONFIDENTIAL Q25b. Which of these best describes why you personally do not use the internet? 13 AND PROPRIETARY Base: all non-users (n=1014)
  • 15. Google’s Mission for Africa Get users online by enabling an accessible, relevant and sustainable Internet ecosystem 1. Access : reducing access as a barrier to all potential users Many opportunities 2. Relevance : making the Internet available for relevant and useful to local people businesses and developers 3. Sustainability : helping to build an Internet ecosystem in Africa that is viable and sustainable in the long- term 1 5
  • 17. Access Barriers: Reducing Latency • Supporting the foundation and encouraging the expansion of Internet Exchange Points (IXPs) around Africa: equipment and expertise. • Educating developers to create efficient websites and applications to minimise loading times.  Installing Google caches around Africa to reduce international bandwidth requirements for ISPs, improve the user experience and reducing latency.  Google providing Internet bandwidth, Apps and engineering support for the Universities across Africa  New Product Features Gmail inbox preview can be used in high-latency environments to improve the user experience. 17
  • 19. Making the Internet relevant & useful to local people • Localising Google search  Many African languages, Hausa, Akan, Swahili, Zulu, Xhosa, Afrikaans, Sesotho, Setswana • Creation of more African content online  Kenyan Gazette, Nelson Mandela archives  Google Books partnerships • Developing products that are locally meaningful and enabling African developers to do the same  More detail on next slide • Using technology to solve African problems for Africans  Launching specific Google products for African countries 19
  • 20. Creating the African Internet Experience: Products Google Search in multiple African languages YouTube in South Africa and Kenya Google Maps in 30+ domains and in Afrikaans StreetView in South Africa Google Earth with Africa coverage Gmail SMS in Ghana, Senegal, Kenya, SA Gmail in Swahili and Amharic Google country domains - most SSA countries Google Translate in Swahili and Afrikaans Google News – many African countries Suggest in 12 new African languages Google Suggest, Maps and Google Chrome in Swahili Driving Directions in Kenya, Ghana & SA Local listings Transliteration for Amharic on GWS in Ethiopia Trader in Uganda, Ghana and Kenya Google Baraza – pan-African Q&A 2 0
  • 22. Helping to build an Internet ecosystem in Africa • Outreach to Students, Developers & Businesses  We are helping to strengthen and empower the community of internet users in Africa  We are working with universities: raising the level of curriculum, raising awareness about Google, and encouraging innovation and entrepreneurship  We are also working and partnering with start-ups, publishers, the media, NGOs and more • Awareness and Education  We are raising awareness among African consumers, business and Government, about the opportunities and value of the Internet 22
  • 23. Student, Developer & Entrepreneur Outreach Educate the community on tools and applications that make the web and mobile experiences better and more relevant How we engage:  G-Africa events and DevFest  Barcamps, code clinics, competitions, tech hubs.  Apps, Android and Marketing Competitions  University programs, curriculum & tech talks 2011 Results:  ~ 20,000 users reached  Participated in over 35 community events across 14 countries  Google Technology User Groups (GTUGs) from 1 – 17 2 3
  • 24. Thank you! Thank you! "Life's most persistent and urgent question is 'What are you doing for others?'" MLK