Topic: Commercial Models and Sample Utilizations of Mobile Technologies Speaker: Michael Wakahe, Director, Shujaa Solutions Ltd Date: Dec 1st - 2nd, 2011 Venue: Nzoia, Western Province, Kenya Audience: Board of directors and senior management of Nzoia Sugar Company

1. Commercial Models and Sample
Utilizations of Mobile Technologies
Michael Wakahe on behalf of Computer
Society of Kenya (CSK)
ICT Training
Nzoia Sugar Company
Dec 2011

2. Table of Contents
• SMS Commercially Explained
• USSD Commercially Explained
• Mobile Applications Commercially Explained
• Mobile Websites Commercially Explained
• Case Study: Information Dissemination
• Case Study: Data Gathering
• Case Study: Tracking of People & Goods

3. SMS Commercially Explained
• Bulk SMS & Short Codes
• Bulk SMS are prepaid
• Short codes charge subscriber above normal
rates
• Revenue collected by network operator

4. SMS Commercially Explained
• Operator has revenue share with service
provider
• Service provider may in turn have revenue
share with content provider
• Taxes are applicable
• Service provider pays operator to maintain
short code connectivity

5. USSD Commercially Explained
• USSD setup is similar to short code
• Service provider incurs cost to maintain link to
operator & to rent USSD code
• Prepaid USSD - cost incurred by network
subscriber
• Postpaid USSD - cost incurred by service
provider
• No revenue share with Safaricom Kenya

6. Mobile Applications Commercially
Explained
• Most common distribution model for apps -
app store
• Usually consumer is charged on downloading
• Can integrate with in-app billing systems
• Advertisements can be placed in application

7. Mobile Applications Commercially
Explained
• Example mobile advertising engines: Google
Admob and Apple iAd
• The Mobile Marketing Association (MMA)
provides and maintains a number of mobile
advertising guidelines
• These include code of conduct for mobile
marketing, consumer best practices, and other
resources for advertisers and publishers.

8. Mobile Websites Commercially
Explained
• Service provider hosts website software like
traditional website
• Created with traditional web authoring tools
& developer IDEs
• Revenue can also be received through
advertisements

9. Case Study - Information
Dissemination
• Need to communicate to a large number of
people in a bursty or continuous manner
• Bulk SMS can be programmed to send
messages to preconfigured phone numbers
• Mobile application can have continuous ticker
feed
• Mobile application & website can refresh
server side information

10. Case Study - Data Gathering
• Example is Sales Transaction Capture
• Mobile App can have form with relevant fields
e.g. weight of produce & price
• User submits data which is sent over Internet
to server
• User receives confirmation via SMS
• Management can monitor

11. Case Study - Tracking of People &
Goods
• Example is track vehicle carrying sugarcane
• Driver carrying phone that is GPS enabled
• Phone frequently reports location to server via
GPRS
• If driver deviates, (s)he gets an SMS warning

12. Credits
Michael Wakahe, Software Developer &
Entrepreneur
Shujaa Solutions Ltd
www.shujaa.co.ke
michael@shujaa.co.ke
Questions?