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

MOBILE INTERNET IN AFRICA INSIGHTS AND THOUGHTS

MOBILE INTERNET IN AFRICA

INSIGHTS INTO THE MOBILE INTERNET IN AFRICA

Imag

e: w

ww

.wal

lpap

er4u

.org


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

COME UP NEXT…. GLOBAL MOBILE AND DEVICE STATISTICS Im

age: w

allpapers

-zone.info


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

http://techcrunch.com/2011/02/10/meeker-mobile-slides/






AFRICA’S CHALLENGE INCREASING HIGH SPEED WIRELESS INTERNET

SERVICES ACROSS ALL MOBILE MARKETS

GLOBAL 3G STATISTICS

Sou

rce:

htt

p:/

/tec

hcr

un

ch.c

om

/201

1/02

/10/

mee

ker-

mo

bile

-slid

es/

Mat

t Mu

rph

y /

Mar

y M

eeke

r –

Top

Mo

bile

Inte

rnet

Tre

nd

s P

rese

nta

tio

n –

02/

10/2

011







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”

Source: Analsys Mason Fixed Broadband Worldwide Forecast 2009-2015;

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 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


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

AFRICA IS MASSIVE TRUE STORY!!!!!


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


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

AFRICA AND MIDDLE EAST SUBSCRIBER FORECASTS

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


Source: Informa Telecoms and Media

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.

MOBILE VALUE ADDED SERVICES REVENUE IN AFRICA 2008 - 2014


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

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%.

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.

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

http://www.opera.com/smw/20/04/


OPERA MINI AFRICA SNAPSHOT M

OB

ILE

DA

TA U

SAG

E A

CR

OSS

: NIG

ERIA

, EG

YP

T, S

OU

TH A

FRIC

A A

ND

KEN

YA


DECRIPTION NIGERIA SOUTH AFRICA EGYPT KENYA

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



OPERA MINI AFRICA SNAPSHOT

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

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

TOP

VIE

WED

SIT

ES

AC

RO

SS: N

IGER

IA, E

GY

PT,

SO

UTH

AFR

ICA

AN

D K

ENYA




OPERA MINI AFRICA SNAPSHOT TO

P W

AP

HA

ND

SETS

A

CR

OSS

: NIG

ERIA

, EG

YP

T, S

OU

TH A

FRIC

A A

ND

KEN

YA 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

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




OPERA MINI AFRICA SNAPSHOT KEY OBSERVATIONS

SEARCH SOCIAL MEDIA NEWS AND

UTILITY

THE MOBILE WEB SITES THAT MOBILE OPERATORS SHOULD ALIGN WITH TO

DRIVE MOBILE DATA USAGE TARGET HANDSETS


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


• 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

FACEBOOK GLOBAL MOBILE STATISTICS

http://www.facebook.com/press/info.php?statistics


AFRICA INFOGRAPHS


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

93% POPULARITY IN AFRICA

http://gs.statcounter.com/












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.

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

OVER 1,3 MILLIONS USERS


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

http://tinyurl.com/inmobi-april2011




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

NETWORK: SA, KE & NG – MAR ‘11

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

http://www.inmobi.com/research/


CASE STUDY USING INMOBI

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

Data provided by

1 BILLION Ad Requests in Africa

4 064 868

4 816 162

4 939 154

5 836 169

5 970 129

7 040 487

11 799 138

13 973 353

14 631 560

14 994 371

19 931 700

24 642 726

32 644 392

45 095 262

71 077 957

71 644 019

124 868 758

139 216 042

156 348 219

226 855 666

- 50 000 000 100 000 000 150 000 000 200 000 000 250 000 000

Zambia

Reunion

Tunisia

Malawi

Mali

Senegal

Angola

Mauritius

Mozambique

Morocco

Namibia

Cote D'Ivoire

Ghana

Tanzania

Kenya

Sudan

Libyan

Nigeria

Egypt

South Africa

MOBILE WEB – MARCH 2010


37.5%

33.4%

9.6% 7.5% 6.0%

1.0% 0.8% 0.5% 0.5% 0.4% 0.3% 0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0% 59.6%

14.3% 7.6% 5.0% 3.1% 2.1% 1.0% 0.8% 0.2% 0.2% 0.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

9.0%

4.8%

3.0% 2.7% 2.7% 2.7% 1.9% 1.8% 1.5% 1.5%

0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0%

10.0%

South Africa Africa

South Africa

AFRICA HANDSETS – MARCH 2010


AFRICA GROWTH – DECEMBER 2010


MOBILE AD NETWORK – Q1 2011

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

http://tinyurl.com/buzzcity-Q12011




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

MOBILE AD NETWORK – Q4 2010

http://www.buzzcity.com/l/BuzzCity-Mobile-Ad-Index-Q4-2010.pdf












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

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:


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

BLACKBERRY vs IPHONE vs ANDROID ON THE VODACOM SA NETWORK

http://tinyurl.com/vodacomsa-mybroadband




✔ ✗ 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

EMAIL: [email protected]

TWITTER: @JonHoehler

SKYPE: jonhoehler

MOBILE: +27 (0) 83 712 2534

BLOG: jonhoehler.posterous.com

ANDREW McHENRY

EMAIL: [email protected]

TWITTER: @andrewmchenry

SKYPE: andrewmchenry1

MOBILE: +27 (0) 78 613 7090

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

Technology