This is Based on my research . Hope it Helps in understanding the potential of the MEA region to telecom entities and in this fast paced world , where the next growth going to come from >

1. Recommendations for MEA Region
Mobile Companies to Win in this Fast
Changing Times
By
Syed Sarfaraz Ahmed

2. AGENDA
Trends
Our Recommendations
Recommendation 1
Recommendation 2
Other Thoughts
Conclusion

3. Trends
Demand for Enhanced Mobile service to Increase as MEA
Region people to be more connected
Southern and Northern Africa to present Opportunity for
services which offer enhanced utility with Mobile Usage

4. MEA Region people to be more connected and demand for Enhanced
Mobile service to Increase Due to high Mobile Penetration and Increase in
use of Smartphone's
Almost Everyone has a Mobile in Middle East
and 3 in 5 Africans has Mobile Phones.
8 out of 10 phones in MEA are feature phones.
However, GCC Countries have a higher
Smartphone penetration than Africa
MENA will have the strongest mobile data
traffic growth of any region at 104 percent
CAGR
MENA region will experience the highest CAGR
of 90 percent from 2011 to 2016 with 23
petabytes per month of M2M traffic in 2016.
Smartphone Sales
More than 100 Billion US$ worth Smartphone's
to be sold in MEA region by 2015. or more than
500million smart phones.
By 2016, Mobile Video will constitute 70 % of
Source :www.techcrunch.com, http://www.4-traders.com/INFORMA-PLC-4001140/news/Informa-PLC-Users-still-
getting-the-message-with-texts-14354076/, http://dstevenwhite.com/page/2/
http://www.iqmetrix.com/article/2012/05/daily-dose-iq-global-smartphone-adoption-2012, Africa Mobile Fact Book
mobile Data Traffic
2012-L8

5. Opportunity to Promote higher utility for Mobiles in Southern and
Northern Africa due to High Internet usage, Mobile Penetration and
GDPC

6. Mobile users can be divided into 3 major Types for MEA Region and
Most Current Smartphones do not cater to the African needs.
User Types Current African Requirements
• Torch light: mobiles are used as an
alternative when there is no
electricity.
• Longer battery life.
• SMS: now, text is more frequent
than phone call given the cost.
• Entertainment: multimedia
capabilities.
• Radio.
• Fast Internet access.
• Storage for multimedia.
• Sharing facilities: Bluetooth or
other form not requiring Internet.
• Dual SIM cards.
• Warranty: minimum manufacturer
warranty for repair.
Source : Mobile-and-Africa-whitepaper_FoolproofDec11

7. African Culture is Highly Risk Averse , Male Dominated ,
Collectivistic and Short Term Oriented
Hofstede’s Cultural Dimensions For Africa
 High Uncertainty Avoidance Index: “I don’t know
how to, so I don’t touch” e.g. I need someone to
explain how to use mobile features.
 High Masculinity Index: Men make decisions and
set trends, e.g. men know which mobile phone is
the best.
 High Collectivism Index: “What the group says I
do. I’m no different.”
 Short-term orientation: The need for quick ROI.
No long term planning.
Source : Mobile-and-Africa-whitepaper_FoolproofDec11

8. AGENDA
Introduction
Trends
Our Recommendations
Recommendation 1
Recommendation 2
Other Thoughts
Conclusion

9. Our Recommendation
Recommendation 1 :
Tapping into the $5billion M commerce (2015) Market by
developing competitiveness in M-Banking through
Partnerships
Recommendation 2 :
Generating Sustainable Revenue by Increasing Advertising
eyeballs through Ad-Sponsored Phones

10. AGENDA
Introduction
Trends
Our Recommendations
Recommendation 1
Recommendation 2
Team Thoughts
Conclusion

11. Recommendation 1 :
Tapping into the $5billion M commerce (2015) Market by
developing competitiveness in M-Banking through Partnerships
According To a M-
Commerce Report by
InMobi
In Just 3 Months during
2011 ,
“Africa grew by 21% to
reach 4.2 billion monthly
impressions. This
growth was largely
driven by the continued
growing trend towards
smartphone adoption
in these markets.”

12. MEA Region offers potential in M-Commerce due to projected
high M-Commerce growth, High Mobile penetration ,Price
sensitivity and positive adoption of Mobile Money.
By 2016, MEA Region’s
M-Commerce Expected to have higher
growth @43.2% than SMS growth
@12.1%
Study by Informa, the value of m-commerce
in the Middle East and Africa projected
reach $4.9 billion (Dh17.99 billion) by 2015.
At least 2 out of 10 Africans has used
Mobile Money . Africans are leaders in
M-Commerce .
Telecom operators will retain
customers if they can make phones as
safe and reliable a payment
mechanism as cash or credit cards.
Source : http://gulfnews.com/business/retail/digital-awakening-spurs-m-commerce-1.1022923,http://www.bizreport.com/2011/06/mobile-commerce-in-africa-showing-signs-of-record-growth.html#

13. M-Banking Provides a Win Win Win proposition for
Operator, Customer, Bank and Shopkeeper
Payments are Reduced cost of
Source of
credited are
Additional Revenue Banking to Low
faster to the
Shopkeeper for Operators. Income customers
Provides More Utility and Comfort for the Mobile user.
Saves Time
Source
www.blog.dwoalla.com,https://www.mckinseyquarterly.com/Financial_Services/Banking/A_new_idea_in_banking_for_the_poor_2703,http://technology.cgap.org/2011/04/28/mobile-money-profitability-long-term-view-existing-voice-base-driving-electronic-transactions/

14. Generating Revenue by tapping into the high Growth M -Commerce Field
By partnering with Providers who can ensure the Seven Success Factors.
Seven Success factors for mobile money to work Potential Partners
YOU
SQUARE

15. AGENDA
Introduction
Trends
Our Recommendations
Recommendation 1
Recommendation 2
Other Thoughts
Conclusion

16. Recommendation 2:
Generating Sustainable Revenue by
Increasing Advertising eyeballs through
Ad-Sponsored Phones
Advertiser You
Mobile user

17. Success in the m-Advertising field is primarily dependent on
access to maximum No. of Mobile Screen’s
Mobile Screens Are like Real Estate
.Having access to more screens
guarantees more revenues.
Maximum access to screen space
generates higher advertising revenue
Similar to reasons why advertisers prefer
paying more to advertise on high TRP
channels , Google and Sports Estate
Zambia (47.09%), Sudan
(44.95%), Nigeria (40.65%), Zimbabwe
(37.95%), Ethiopia (31.79%) and
Kenya(29.2%) are among the global top
players in the countries with the highest
share of mobile traffic.
Sources :- http://www.ventures-africa.com/2012/05/mobile-internet-penetration-in-africa-increase-by-155-59-percent-in-two-years/,
mobile trends for the next 10 -Rudy waele , m-trends.org, http://smallbusiness.chron.com/advertising-spot-10675.html
http://prakashkumar.org/advertising-promotions-and-trp-%E2%80%93-in-the-new-world/

18. Success in m-Advertising can be obtained through empowering
Africa by offering Free Feature Phone/Smartphone and Advertising
at least 1-3 Ads per day per phone
Per Day Ads
Per Day Ads Per
No. Of Ads Ads Per Ads Per Per Mobile(25%
Price of Ad per Breakeven for 25% Mobile(Breake Mobile(25% Mobile(Breake Profit)(500da
mobile(USD) No. Of Mobiles COGS No. of Ads Profit ven) Profit) ven)(500days) ys)
37$PHON
Feature Phone E
0.08 100000 3700000 46250000 57812500 462.5 578.125 0.925 1.15625
0.1 100000 3700000 37000000 46250000 370 462.5 0.74 0.925
0.2 100000 3700000 18500000 23125000 185 231.25 0.37 0.4625
SmartPhone 85$phone
0.08 100000 8500000 106250000 132812500 1062.5 1328.125 2.125 2.65625
0.1 100000 8500000 85000000 106250000 850 1062.5 1.7 2.125
0.2 100000 8500000 42500000 53125000 425 531.25 0.85 1.0625
More than 33% profit possible by offering just 4 ads per day per phone
Source : Interview , calculations

19. Benefits the Stakeholders involved
Mobile Company
Mobile user More Phone Users= •Added Revenue for
Acision.
•Gets a free phone more calls + sms+ •Information
•More Connected network use gathering and Data
to the world Mining
•Gets access to •Access to guaranteed
benefits of having Ad spots
mobile •No privacy issues
Mobile
Advertisers
•Generate Awareness
•Promotions
•Govt. programs
•Can Sell low cost
Government , high turnover Items
•People are
Empowered
•Easy information
access to people
•More Taxes

20. Apart from Soli , Acision could consider partnering with
Advertising Agencies in the MEA region and low cost
mobile phone manufacturers
Mobile
Company

21. AGENDA
Introduction
Trends
Our Recommendations
Recommendation 1
Recommendation 2
Other Thoughts
Conclusion

22. Other Thoughts

23. Access to greater Forming Partnerships with
funding by Going Big innovation hardware
names like Siemens or
Public
Ericsson for mutual benefit

24. AGENDA
Introduction
Trends
Our Recommendations
Recommendation 1
Recommendation 2
Team Thoughts
Conclusion

25. Conclusion :
Recommendation 1 :
Tapping into the $5billion M commerce (2015) MEA Market
by developing competitiveness in M-Banking through
Partnerships
Recommendation 2 :
Generating Sustainable Revenue by Increasing Advertising
eyeballs through Ad-Sponsored Phones
For further Informations/Queries/Help :
Contact : Syed Sarfaraz a.k.a “Fresh” ,Junior Consultant .
sarfarazfresh@gmail.com I would be happy to help

26. THANK YOU