The document summarizes the mobile marketing landscape in Kenya and plans for the Mobile Marketing Association (MMA) in East Africa. Key points: 1) Kenya has a large mobile penetration rate, with 20 million subscribers and mobile money accounts numbering over 12 million. Mobile internet is growing rapidly as well. 2) The MMA plans to launch its East Africa chapter in March 2011 to include Kenya, Uganda and Tanzania. It will focus on regulating SMS gaming, promoting best practices, and addressing challenges in mobile marketing regulation. 3) In 2011, the MMA plans mobile marketing conferences, education courses, efforts to standardize measurement methods, and developing advertising guidelines for the region. It is seeking support from the global

1. MMA Local Council Leaders Meeting
Overview from MMA (Kenya )
London 1st February
Mobile Marketing Association

2. Market Overview
Mobile Marketing Association

3. Kenya
• Overview
• GDP 29.3 B $
• Literacy 87%
• Growth 5%
• Population 38 M
• Mobile penetration
– Connected Citizens
• 20 m subscribers
• 100% adult penetration
• 51.2 per 100 (Global 67 per 100)
• Per cap Min 100.3 pm
• Per Cap sms -13 sms per month
• Key services
• Kenya is the most successful mobile money market in Africa +
12 m accounts
• Mobile internet Est. 5 m smart phones
• Evolution
• Market leader to launch a 4 G service in 2011
• A second network to commission 3 G in Q1 2011
Source : Communication Commission of Kenya
Mobile Marketing Association

4. Migration to Mobile Internet
Mobile Marketing Association

5. 21% Population is Connected to The internet
Mainly Through Mobile and Rapidly Growing.
% of Population Connected To Internet
25
20
15
10
5
0
April-jun 09 July-Sep 09 Oct-Dec 09 Jan-Mar10 Apr-Jun10
Source : Communication Commission of Kenya
Mobile Marketing Association

6. Mobile Money Transfer and Banking is Huge
• +60% of all Subscribers have Money Transfer Subscriptions .
Mobile Marketing Association

7. The MMA in East Africa
Mobile Marketing Association

8. The MMA in East Africa
• To be launched in 2011 March.
• To incorporate Uganda and Tanzania.
• Comprising of key agencies, networks ,PRSPs and marketing companies .
• Intensive handholding by South Africa and EMEA .
• There is an immediate need for the MMA
– Regulation of SMS gaming
• We will be helping the government develop a regulatory process .
– Promoting best practices in mobile marketing
– Promoting mobile marketing channels .
Mobile Marketing Association Confidential 8

9. Addressing Challenges in Regulation
Mobile Marketing Association

10. Review of activities in 2010
• Sept 2010: The MMA initiated contacts to establish feasibility of launching
EA MMA
• Nov 2010: Very positive interest: decision to formally launch EA MMA
• Nov - to date: Recruiting founder members: about 10 to- date
• Nov – Jan: Appointment of interim Co-chairmen
Mobile Marketing Association Confidential 10

11. Planned activities in 2011
• Launch
– March 8th 2011 – Mobile Marketing Conference in Nairobi
– March 8th 2011 – launch of the MMA East Africa.
– March 9th 2011 –Operators briefing
• Education (TBA )
– Nominate committee for education
– 3 Day mobile marketing dedicated course
– Integrated mobile marketing strategy course for digital/e-marketing courses
– Comprehensive 15 Module mobile marketing Term Course
• Measurement
– Nominate committee for measurement
– Review the measurement initiatives of other national MMA Local Councils to transfer best practice,
learning and methodologies.
– Developing a single methodology to calculate ROMI falls in line with the attempt to create industry
standards and benchmarks.
• Guide and Protect
– February 3 2011 – A mobile gaming round table with the BCLB (Betting licensing board)
– Adaptation of EA Mobile Industry Self Regulatory Guidelines i.e. WASPA Code of Conduct, and ECT
Act
– Briefings and workshops
Mobile Marketing Association Confidential 11

12. Planned activities in 2011
• Advertising guidelines
– Nominate a committee
– Adaptation of EA Mobile Industry self regulatory guidelines .i e WASPA code of conduct and ECT Act.
Mobile Marketing Association Confidential 12

13. Support required from MMA in 2011
• Hand holding
– Systems development and project selection –Highest return quick wins
– Learning curve on management of competing businesses entities within the
MMA. ( Providing a non aligned industry association for the good of all )
– Technical support for various industry issues and strategy committees
• Candy Goodman –Regulatory
• Measurement
• Education
– Gaining credibility via association unity and global authority.
• Government will need to see us as an authoritative voice of mobile
marketing .
• Global experience and resources to resolve anything mobile.
Mobile Marketing Association Confidential 13

14. Asante –Thank You
Mobile Marketing Association