Short summation of Nigerian mobile consumers and some industry stats.

1. The Nigerian Mobile Internet Consumer
21 Feb 2014 – A Rancard Friday presentation
By Adrian Lee

2. Access to mobile internet is increasing
75%
Mobile penetration in
Nigeria. 63% in Africa –
growing from 0.5% in 1998
to 63% in 2013
>30% 1.38%
of Nigerians are online
and this number is
growing… particularly
due to mobile internet
increase in GDP for every
10% increase in
broadband across subSaharan African countries
“In 10 short years, what was once an object of luxury
and privilege, the mobile phone, has become a basic
necessity in Africa”
Paul Kagame
Source: ITU World Telecommunication/ICT Indicators database

3. Nigeria is #27 globally in terms of mobile broadband subs.
China
USA
Japan
India
Brazil
Italy
Korea
Germany
UK
Indonesia
Turkey
Russia
France
Spain
Poland
Saudi Arabia
Australia
Taiwan
Canada
Mexico
Thailand
Vietnam
South Africa
Argentina
Philippines
Malaysia
Nigeria
Sweden
Portugal
Austria
Netherlands
Egypt
Kenya
Finland
Czech Republic
UAE
Bulgaria
Hong Kong
Hungary
Romania
377.6m
297.2m
139.3m
94.6m
88.3m
57.0m
52.8m
49.7m
48.1m
47.6m
47.3m
43.8m
42.9m
38.2m
34.1m
29.3m
26.9m
23.4m
23.1m
21.8m
20.1m
19.4m
19.2m
17.9m
16.9m
16.2m
14.3m
12.4m
11.7m
10.7m
9.8m
9.8m
8.5m
8.5m
8.4m
8.4m
8.3m
8.2m
7.9m
7.7m
Source: Informa, World Cellular Data Metrices, Q3 2013
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4. Who is the Nigerian Mobile
Internet user?
Source: http://www.vserv.mobi/wp-content/uploads/2013/11/Mobile-Internet-Consumer-Nigeria.pdf
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5. And Nigerian men really love their
mobile internet.
Source: http://www.vserv.mobi/wp-content/uploads/2013/11/Mobile-Internet-Consumer-Nigeria.pdf
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6. What they downloaded last month
Source: http://www.vserv.mobi/wp-content/uploads/2013/11/Mobile-Internet-Consumer-Nigeria.pdf
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7. Overview of Nigeria Mobile Landscape
Over the past 4 quarters ending Q3 ‘13, Nigeria has:
-Increased data revenues from $272 to $385 mil (+41%)
-Increased data ARPU from $0.78 to $1.05 (+34%)
-Saw a decrease in voice revenues from $1,859 to $1759 mil (-6%)
Country KPI
Unit
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Data as % of Service Revenue
%
7,47%
10,84%
10,89%
11,92%
12,77%
14,84%
15,14%
17,96%
Voice as % of Service Revenue
%
92,53%
89,16%
89,11%
88,08%
87,23%
85,16%
84,86%
82,04%
Non-SMS data revenue as a % of total data revenue
%
56,16%
71,56%
72,17%
80,27%
78,50%
75,86%
76,59%
80,95%
SMS Data as % of Data Revenue
%
43,84%
28,44%
27,83%
19,73%
21,50%
24,14%
23,41%
19,05%
Revenue - Data
USD m
153,48
227,46
231,12
247,25
272,21
336,86
331,07
385,04
Revenue - Voice
USD m
1 901,86
1 870,37
1 890,86
1 826,70
1 859,52
1 933,22
1 856,33
1 759,09
Revenue - Data (Non-SMS)
USD m
86,20
162,76
166,81
198,48
213,68
255,56
253,56
311,68
Revenue - Data (SMS)
USD m
67,29
64,70
64,31
48,78
58,52
81,31
77,52
73,36
ARPU - Data
USD
0,52
0,80
0,78
0,78
0,78
0,98
0,93
1,05
ARPU - Voice
USD
7,02
6,36
6,28
5,82
5,74
5,57
5,23
4,85
ARPU - Data (Non-SMS)
USD
0,23
0,50
0,48
0,55
0,55
0,75
0,72
0,86
ARPU - Data (SMS)
USD
0,28
0,31
0,30
0,23
0,23
0,23
0,21
0,20
SMS Traffic
Messages (millions)
2 540,91
2 465,27
2 506,10
2 547,78
2 644,96
2 354,10
2 432,70
2 452,41
MMS Traffic
Messages (millions)
79,00
80,36
79,01
81,37
84,15
83,36
81,53
80,45
Source: Informa, World Cellular Data Metrices, Q3 2013
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8. Overview of Nigeria Mobile Landscape
Mobile Broadband % of Total Subscriptions
93%
92%
92%
92%
91%
91%
89%
88%
Non-broadband
Penetration of mobile
internet in Nigeria has been
steady at +1% monthly.
Mobile broadband
07%
08%
08%
08%
09%
09%
11%
12%
Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
However, the consumer
spend has increased by 41%
in the same period.
Consumers are using more
data per person!
Source: Informa, World Cellular Data Metrices, Q3 2013
USD m
Data Revenue (messaging and non-messaging)
450
400
350
300
250
200
150
100
50
0
Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
Revenue - Data (Non-SMS)
Revenue - Data (SMS)
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Revenue - Data

9. Mobile Operators & data play
MTN Nigeria, 34 mil data devices
GLO Nigeria, 15 mil data devices
Etisalat Nigeria, 7.6 mil data devices
Airtel Nigeria, 11.1 mil data devices
Source: Informa, World Cellular Data Metrices, Q3 2013
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10. Comments
&
Contributions
?
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