Mobile web in africa v2 - andrew june 17 finall j and a

MOBILE INTERNET IN AFRICA

Image: www.wallpaper4u.org
INSIGHTS INTO THE MOBILE INTERNET IN AFRICA

MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS

PRESENTATION DISCLAIMER
• This presentation is a collection of mobile and internet data that I have been exposed to
over the past few years

• The presentation intention is to provide a collective insight into the mobile internet
landscape in Africa based on available information

• The views, analysis and commentary in the presentation are my thoughts using the
information at my disposal to draw conclusions and provide insights

• All sources where available have been credited

• Data provided that has no source, or the source of the is unknown will be noted.

Above all please enjoy the presentation and the data, insights and
analysis that have been provided. Should you have any questions,
queries, comments, suggestions and criticisms about the presentation
please don’t hesitate to email me.

THANK YOU!


LETS START
GLOBALLY
BEFORE WE
LOOK LOCALLY
Image: wallpapers-zone.info

COME UP NEXT….
GLOBAL MOBILE AND DEVICE STATISTICS

HOW BIG IS THE
MOBILE AUDIENCE?

Image: peopleareamazing.net/


MOBILE SUBSCRIBERS and TABLET AND
SMARTPHONE USERS vs. OTHER MARKETS

Chart via: businessinsider.com


GLOBAL CONNECTED DEVICES SHIPMENTS

Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/
Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011


GLOBAL 3G STATISTICS

Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011
Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/
AFRICA’S CHALLENGE
INCREASING HIGH SPEED WIRELESS INTERNET
SERVICES ACROSS ALL MOBILE MARKETS


NOW LETS
LOOK
LOCALLY

COME UP NEXT….
MOBILE INTERNET IN AFRICA

MOBILE WEB IN AFRICA
According to ITU, “internet user penetration in Africa will reach 9.6% in 2010”

In terms of mobile data traffic, one respected
forecast estimates that: “Global mobile data
traffic will increase 26-fold between 2010 and
2015.

Mobile data traffic will grow at a compound
annual growth rate (CAGR) of 92 percent from
2010 to 2015.” Within this total, the Middle East
and Africa are expected to see the strongest
growth of any regions, growing at a compound
Source: Analsys Mason Fixed Broadband Worldwide Forecast 2009-2015;
annual rate of 129%.

“The emerging market regions (Central and
Eastern Europe, Latin America, and Middle East
and Africa) will have the highest growth and will
represent an increasing share of total mobile
data traffic, from 12 percent at the end of 2010
to 20 percent by 2015.”


INCREASING UNDERSEA CABLE INFRUSTRATURE
“PROVIDING CONNECTIVITY FOR AFRICA”

THE CHALLENGE
ENSURING THE CAPACITY FROM
THE UNDERSEA CABLES FINDS
ITS WAY TO THE AVERAGE
MOBILE INTERNET USER


AFRICA IS MASSIVE
TRUE STORY!!!!!

THE TRUE SIZE OF AFRICA Image source: http://tinyurl.com/6cxa3yu


COME UP NEXT….
SOME INTERESTING STATISTICS ABOUT TELECOMS IN AFRICA

AFRICA AND MIDDLE EAST
SUBSCRIBER FORECASTS
FACT: MOBILE SUBSCRIBERS IN AFRICA HAVE MULTIPLE
SIM CARDS AND ARE NOT SCARED TO USE THEM.

Note: Figures refer to year-end
Source: Informa Telecoms & Media


MOBILE VALUE ADDED SERVICES
REVENUE IN AFRICA 2008 - 2014
FACT: MOBILE SUBSCRIBERS IN AFRICA ARE BEING MORE
AWARE OF WHAT THEIR MOBILE DEVICES CAN DO! AS MORE
VALUE ADDED SERVICES (SMS, MMS, WAP ETC) BECOME
AVAILABLE, SUBSCRIBERS WILL ENGAGE.

Source: Informa Telecoms and Media


THE GROWTH OF MOBILE DATA USAGE
BY AFRICAN MOBILE YOUTH
According the Mobile Youth 2010 Report
South Africa has 27 Million mobile youth owners
$1.3 Billion will be spent on data usage by 2012


COME UP NEXT….
ANALYSIS OF AVAILABLE MOBILE INTERNET DATA

THE IMPACT OF OPERA MINI
BROWSER IN AFRICA

THE STATE OF THE MOBILE
WEB REPORTS APRIL 2011


AN OVERVIEW
Opera Mini is a web browser designed primarily for mobile phones, smart phones and
personal digital assistants. Until version 4 it used the Java ME platform, requiring the
mobile device to be able to run Java ME applications, however from version 5 it is also
available as a native Windows Mobile, Symbian OS, and iOS application.

STATE OF THE OPERA MINI BROWSER – APRIL 2011

• 107.1 million people used Opera Mini in April 2011
• 57.9 billion pages were served
• 8.8 petabytes of operator data were compressed for Opera Mini users.

Number of users
• April ’11, Opera Mini had over 107.1 million users, a 4.6% increase from March 2011.
• Since April 2010, the number of unique users has increased 81.8%.

Pages transcoded
• Opera Mini users viewed over 57.9 billion pages in April 2011.
• Since March, page views have gone down 3.1%.
• Since April 2010, page views have increased 120.2%.

SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/20/04/ | DATE: APRIL 2011


ACROSS: NIGERIA, EGYPT, SOUTH AFRICA AND KENYA
OPERA MINI AFRICA SNAPSHOT

DECRIPTION NIGERIA SOUTH AFRICA EGYPT KENYA
MOBILE DATA USAGE

Page-view growth since April 2010: 51.30% 82.40% 195.90% 38.30%
Unique-user growth since April 2010: 131.90% 67.70% 190.90% 82.80%
Data transfer growth since April 2010: 42.80% 85.00% 222.60% 88.50%
Page-views per user: 342 393 331 516
Data transferred per user (MB): 5 5 6 7
Data transferred per page view (KB): 14 12 20 13




RANK SITE VISITED TOP 10 RANK TOP 10 RANK TOP 10 RANK TOP 10 RANK

1 facebook.com ✔ 1 ✔ 1 ✔ 2 ✔ 1
2 google.com ✔ 2 ✔ 2 ✔ 1 ✔ 2
3 youtube.com ✔ 4 ✔ 3 ✔ 4
TOP VIEWED SITES

4 yahoo.com ✔ 3 ✔ 10 ✔ 4 ✔ 5
5 wikipedia.org ✔ 6 ✔ 3 ✔ 3
6 bbc.co.uk ✔ 4 ✔ 5 ✔ 8
7 my.opera.com ✔ 9 ✔ 6 ✔ 7
8 dictionary.com ✔ 7 ✔ 9
9 goal.com ✔ 7 ✔ 10
10 vanguardngr.com ✔ 5
11 zamob.com ✔ 5
12 ketomob.com ✔ 6
13 waptrick.com ✔ 6
14 nation.co.ke ✔ 7
15 2go.co.za ✔ 8
16 mobile2day.com ✔ 8
17 news24.com ✔ 8
18 as7apcool.com ✔ 9
19 twitter.com ✔ 9
20 cnnmobile.com ✔ 10



RANK HANDSETS TOP 10 RANK TOP 10 RANK TOP 10 RANK TOP 10 RANK

1 Nokia 5130 XpressMusic ✔ 2 ✔ 1 ✔ 1 ✔ 2
2 Nokia 2700c ✔ 1 ✔ 2 ✔ 2 ✔ 3
TOP WAP HANDSETS

3 Nokia 2330c ✔ 5 ✔ 3 ✔ 8 ✔ 1
4 Nokia 2690 ✔ 3 ✔ 6 ✔ 4 ✔ 6
5 Nokia 2730c ✔ 6 ✔ 5
6 Nokia C3 ✔ 8 ✔ 7 ✔ 9
7 Nokia N70 ✔ 3
8 Nokia 1680c ✔ 4
9 Nokia 30c ✔ 4
10 Samsung GT-S5233a ✔ 4
11 Nokia N73 ✔ 5
12 Samsung SGH-E250i ✔ 5
13 Nokia N72 ✔ 6
14 Nokia 2680s ✔ 7
15 Nokia 6120c ✔ 7
16 Nokia C1 ✔ 7
17 Alcatel OT-606 ✔ 8
18 Samsung SGH-E250 ✔ 8
19 Nokia 2710c ✔ 9
20 Nokia 6300 ✔ 9


KEY OBSERVATIONS
THE MOBILE WEB SITES THAT MOBILE
OPERATORS SHOULD ALIGN WITH TO TARGET HANDSETS
DRIVE MOBILE DATA USAGE

NEWS AND
SEARCH SOCIAL MEDIA
UTILITY


THE IMPACT OF SOCIAL MEDIA ON
MOBILE DATA TRAFFIC IN AFRICA
Facebook page views in Opera Mini account for
more than half of all page views in South
Africa, Indonesia, Kenya, Bangladesh, Turkey,
Mexico, and the Philippines.
Opera Mini “State of the Mobile Web Report – April 2011


Page Views


FACEBOOK GLOBAL
MOBILE STATISTICS

• There are more than 250 million active users currently
accessing Facebook through their mobile devices.

• People that use Facebook on their mobile devices are
twice as active on Facebook than non-mobile users.

• There are more than 200 mobile operators in 60
countries working to deploy and promote Facebook
mobile products
SOURCE: FACEBOOK | WEBSITE: http://www.facebook.com/press/info.php?statistics


AFRICA INFOGRAPHS


93% POPULARITY
IN AFRICA

SOURCE: STATSCOUNTER GLOBAL STATS | WEBSITE: http://gs.statcounter.com/#social_media-af-monthly-201005-201105-bar | DATE: MAY 2011


Facebook Intern Paul Butler was interested in the locations of friendships, so he
decided to create a visualization of Facebook connections around the globe.

KEY OBSERVATIONS FOR AFRICA:
TRAFFIC CENTERED AROUND MAJOR CITIES

MAJOR TRAFFIC COUNTRIES INCLUDED SOUTH AFRICA
KENYA, NIGERIA, GHANA AND EGYPT

NEXT STEP: INCREASE TRAFFIC TO ZAMBIA, ZIMBABWE,
ANGOLA, GABON, SENEGAL
Source: Facebook | Website: http://tinyurl.com/facebookdatamap


BRANDED MOBILE WEB SOCIAL NETWORKS

Motribe is a platform enabling users, brands, agencies and
publishers across the world to build and manage their own mobile
social communities. Motribe HQ is situated in Cape Town, South
Africa and was started by the co-founders in August, 2010.

OVER 1,3 MILLIONS USERS
KEY FACTORS ARE LEADING TO MOTRIBES SUCCESS:
• Social communities are accessed via the Mobile Internet from
almost any WAP enabled handset
• Members of the communities contribute and engage
• The communities are themed (Music, Sports etc)
• In platform mobile advertising Engine


CONCLUSIONS
• Social media portals are the most popular sites on the
mobile web in Africa according to Opera Mini

• To drive mobile data revenues, it is advised that mobile
operators align their data strategies with popular social
networks

• As social network memberships increase, mobile data
revenues will increase proportionately


65% of Google’s
searches in SA take
place over the
weekend via the
mobile web.


THE IMPACT OF MOBILE
ADVERTISING NETWORKS IN AFRICA


THE KEY MOBILE ADVERTISING
NETWORKS IN AFRICA
InMobi is one of the largest mobile advertising networks in the world and
is the largest among advertising network companies that are not affiliated
with any platform. Headquartered in Bangalore, India, it has offices in
North America, United Kingdom, Singapore, South Africa, Kenya, and
Japan.

AdMob is one of the world's largest mobile advertising networks, offering
solutions for discovery, branding and monetization on the mobile web. Mobile
devices are a critical media platform and Admob are building the tools to let
every business on earth leverage mobile. Admob is owned by Google

BuzzCity is a global advertising network. Since inception in 1999, BuzzCity
has evolved and grown significantly to one of the largest mobile
advertising networks in the world with traffic being generated all over the
world


AFRICA SUMMARY (APRIL 2011)

SOURCE: INMOBI RESEARCH | WEBSITE: http://tinyurl.com/inmobi-april2011 | DATE: APRIL 2011


NETWORK: SA, KE & NG – MAR ‘11
REPORT METRICS (MARCH 2011) SOUTH AFRICA NIGERIA KENYA
MONTHLY MOBILE AD IMPRESSIONS
Total Monthly Ad Impressions 854,763,644 237,904,357
HANDSET SHARE BY IMPRESSIONS
Alcatel OT 305 4.30%
Balckberry 8520
Blackberry 8520 6.40%
Nokia 1680c 0.052
Nokia 2600c 4.20%
Nokia 3110c 0.03
Nokia 5230 2.70%
Nokia 6120c
Nokia 6300
Nokia E63 0.038
Nokia N70
Samsung C3010 0.031
Samsung E250i 9.70%
Samsung GT S5233a 0.04
MANUFACTURER SHARE BY IMPRESSIONS
Nokia 42% 62%
Samsung 0.34 0.16
Alcatel 10% 9%
Sony Ericsson 0.06 0.05
Motorola 2% 4%
LG 0.06 0.03
RIM - -
Others 0.01 0.01
OS SHARE BY IMPRESSIONS
Nokia OS 23.30% 54.10%
Symbian OS 0.191 0.083
RIM OS 9.70% -
Android OS - 0.013

SOURCE: INMOBI RESEARCH | WEBSITE: http://www.inmobi.com/research/ | DATE: MARCH 2011


CASE STUDY USING INMOBI


MOBILE WEB – MARCH 2010
South Africa 226 855 666
Egypt 156 348 219
Nigeria 139 216 042
Libyan 124 868 758
Sudan 71 644 019
Kenya 71 077 957
Tanzania 45 095 262
Ghana 32 644 392
Cote D'Ivoire 24 642 726
Namibia 19 931 700
Morocco 14 994 371
Mozambique 14 631 560
Mauritius 13 973 353
Angola 11 799 138
Senegal 7 040 487
Mali 5 970 129 1 BILLION Ad Requests in Africa
Malawi 5 836 169
Tunisia 4 939 154
Reunion 4 816 162
Zambia 4 064 868

- 50 000 000 100 000 000 150 000 000 200 000 000 250 000 000
Data provided by

MOBILE INTERNET IN AFRICA 2009 AdMob, Inc. Confidential & Proprietary
INSIGHTS AND THOUGHTS

AFRICA HANDSETS – MARCH 2010
40.0% 37.5% 70.0%
33.4% 59.6%
35.0% 60.0%
30.0%
25.0%
South Africa 50.0% Africa
40.0%
20.0%
30.0%
15.0%
9.6% 20.0% 14.3%
10.0% 7.5% 6.0%
7.6% 5.0%
5.0% 10.0% 3.1% 2.1% 1.0% 0.8%
1.0% 0.8% 0.5% 0.5% 0.4% 0.3% 0.2% 0.2% 0.2%
0.0% 0.0%

10.0% 9.0%
9.0%
8.0%
7.0%
South Africa
6.0% 4.8%
5.0%
4.0% 3.0% 2.7% 2.7% 2.7%
3.0% 1.9% 1.8% 1.5% 1.5%
2.0%
1.0%
0.0%


AFRICA GROWTH – DECEMBER 2010


MOBILE AD NETWORK – Q1 2011

SOURCE: BUZZCITY / VOMO | WEBSITE: http://tinyurl.com/buzzcity-Q12011 | DATE: Q1 2011


MOBILE AD NETWORK – Q4 2010

SOURCE: BUZZCITY | WEBSITE: http://www.buzzcity.com/l/BuzzCity-Mobile-Ad-Index-Q4-2010.pdf | DATE: Q4 2010


OTHER MOBILE ADVERTISING CHANNELS
• Through Vodacom Mobile Media as an
advertiser you have access to top-ranked
social media such as The Grid and the Vlive!

• Portal collectively with over 55 million
impressions per month, and 4.1 million
unique users per month.

SOURCE: VODACOM | WEBSITE: http://vodacommobilemedia.com/wp-content/uploads/2011/04/VMM_RateCard_MobileInternet1.pdf


CONCLUSIONS
• Mobile advertising networks provide the best indicators on what type of
mobile devices are being utilized in a particular territory.

• In Africa across all advertising networks, the most popular device lists are
dominated by feature phone NOKIA’S and in particular the Nokia Express
Music.

• Another indicator provided by mobile advertising networks in a size of the
WAP market, with increased subscribers comes increased advertising
inventory.

• If utilized correctly, a mobile operator can create additional revenue
streams by using mobile advertising. Vodacom SA with Vodacom Mobile
Media is the best example of telco in Africa leveraging the opportunity to
create revenue.


THE IMPACT OF WAP ENABLED
MOBILE DEVICES IN AFRICA


THOUGHTS
• One of the most important facets of the growth of mobile internet in
Africa will be the distribution of WAP enabled handsets ranging from
basic feature phones through to smart phones.

• The two primary barriers to entry for any mobile subscriber who wanted
to access the mobile web will be (1) Cost of handset, and (2) WAP capable
device.

• Mobile partners who partner up with low-cost, high quality mobile
handset manufacturers will be able to break those barriers and offer their
subscribers devices that allow them to connect to the mobile internet.

• Key players in the low cost handset manufacturers include:


BLACKBERRY vs IPHONE vs ANDROID
ON THE VODACOM SA NETWORK

Source: Mybroadband | Website: http://tinyurl.com/vodacomsa-mybroadband | Date: April 2011


IN THE NUMBERS GAME WHICH
HANDSETS WILL WIN IN AFRICA?

✗ ✔
?


THE FUTURE COST OF HANDSETS

HELLO…


“HEY Amigo, WAKE UP!
DON’T FORGET ABOUT
ME!”

COME UP NEXT….
THE $100 SMARTPHONE IN AFRICA

HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA

HUAWEI SMARTPHONE

ANDROID 2.2 (FROYO) OS

FULL TOUCH SCREEN

200,000 HANDSETS

2,000 ACTIVATIONS PER DAY

“ANDROID OS IS THE FASTING GROWING OS PLATFORM ON THE
INMOBI MOBILE ADVERTISING NETWORK IN KENYA (MARCH 2011)”
*COST: $100
* The cost is with operator $12 - $20 subsidy


TIGO GHANA – FACEBOOK PHONE BY MI-FONE

PHONE FEATURES INCLUDE:

Camera Qwerty keypad
Email access Fm radio
Memory Card slot Java
Big 2inch screen 64 Midi Ringtone / MP3

PACKAGE INCLUDE:
2Ghc airtime and 1GB of data for 30 days.

RETAIL PRIZE: Ghc49.99 (± US$ 32)


By 2013, mobile phones will
overtake PC’s as the most
common web access device
worldwide
(Source: Merrill Lynch)


For further information and insights into Mobile
Telecoms in Africa, feel free to make contact:

JONATHAN HOEHLER ANDREW McHENRY
EMAIL: Jonathan@starfishmobile.com EMAIL: andrewmchenry65@gmail.com

TWITTER: @JonHoehler TWITTER: @andrewmchenry

SKYPE: jonhoehler SKYPE: andrewmchenry1

MOBILE: +27 (0) 83 712 2534 MOBILE: +27 (0) 78 613 7090

BLOG: jonhoehler.posterous.com


Mobile web in africa v2 - andrew june 17 finall j and a

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