The document discusses the rapid growth of mobile internet usage in South Africa, highlighting that many users access the internet primarily through specific apps rather than traditional browsing. It notes the potential for mobile transactions to grow, particularly among populations lacking traditional banking access, and emphasizes opportunities for advertisers targeting this emerging 'unwired' audience. The report suggests that marketers can capitalize on the increasing shift towards mobile internet usage, especially in secondary markets outside major urban centers.

1. Profiling the Mobile Internet UserMonetising MobileLondon, 28 Sep 2010KF LaiCEO, BuzzCity

3. Mobile Internet Booms in South AfricaWorld WidWorx : 2010Mobile Internet in SA appears to be driven more (now) by specific apps (MXit, Facebook) rather than browsing from the mobileA majority of mobile phone users have internet capable devices and apps but are not using them either due to cost concerns or ignorance60% of phone users have internet browsing capabilities, but only 21% of them do

4. Favourable Conditions for Mobile InternetLow PC ownership and accessHigh mobile penetrationMass market pricing for mobile data – flat or quasi-flat rateThe “Unwired” A new, unique audience emerges An INTERACTIVE medium

5. Market SegmentsKnowledge workers(Computer + Phone)Upper-Middle ClassNon-Knowledge Workers (Blue Collars)Emerging MarketsMobile phone as a second internet deviceBut increasingly spend more Internet time on mobileMobile phone as the primary internet deviceMarkets with low PC penetration, high mobile penetration and low data rateStarted with feature phones, but these consumers are moving to smart phones with price drop.Large opportunities may lie outside major urban centers, eg. tier-2 cities“Unwired”

6. BuzzCity is a mobile media company offering brand owners and agencies access to a global advertising network on the mobile internet The network is made up of publishers from across the world and BuzzCity’s own mobile media properties

7. AdvertisersBuzzCityAd NetworkPublishersBuzzCity Sites- Aggregate & Syndicate Communities

8. 200 languages

9. 5 million members

10. Free mobile games

11. 6000 games

12. 100 developers

13. Recipes

14. Indie musicians / bands

15. GIG schedules