1. INSIGHTS INTO MOBILE
TELECOMS IN AFRICA
A CURATED STATISTICS, CHARTS, GRAPHS AND OBSERVATIONS
PRESENTATION BY @JONHOEHLER AND @ANDREWMCHENRY
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

2. PRESENTATION DISCLAIMER
• This presentation is a collection of mobile and internet data that we have been exposed to over
the past twelve months. Some data might be duplicated but from different periods of time.
• This presentation’s intention is to provide a collective insight into the Mobile
Telecommunications Landscape in Africa based on information that is publicly available.
• The views, analysis and commentary in the presentation are purely the thoughts of the
presentation contributors using the information at our 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.
• Some sources may represent conflicting data so that should be taken into account when
reading through and comparing the data provided.
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
criticism about the presentation please don’t hesitate to make contact.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

3. BEFORE WE BEGIN, A BIG THANK YOU….
We would like to thank everyone who assisted in the preparation of the
data and presentation as a whole. A shout out should always go to the
actual research houses, mobile players and sources who produced some
awesome information about Mobile in Africa that allowed us to create
this presentation. Without this data we would not be able to tell our
story about the amazing opportunities that exist in the mobile telecoms
sector across Africa.
A big thank you also goes out to Arthur Goldstuck (MD, World Wide
Worx) and Brett St.Clair (Head of Mobile, Google SA) for their invaluable
contributions, thoughts and insights which assisted us in preparing this
presentation.
Andrew and Jon
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

4. PRESENTATION THEMES
GLOBAL PERSPECTIVE BEARER USAGE DATA
AFRICAN SUBSCRIBER MOBILE AND FIXED
NUMBERS BROADBAND
HANDSETS AND REVENUE AND ARPU
DEVICES INFORMATION
MOBILE ADVERTISING FORECASTS
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

5. “According to the GSMA, Africa is
now the world's second largest
mobile market by connections after
Asia, and the fastest growing mobile
market in the world.”
GSMA AFRICAN OBSERVATORY REPORT (SEPT 2011)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

6. Source: http://www.ibm.com/smarterplanet/global/share/19jan2012/mobile_africa/
Date: Jan 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

7. Source: http://www.ibm.com/smarterplanet/global/share/19jan2012/mobile_africa/
Date: Jan 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

8. Source: http://www.ibm.com/smarterplanet/global/share/19jan2012/mobile_africa/
Date: Jan 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

9. THE ECONOMIC GROWTH POTENTIAL OF AFRICA
According to the GSMA Africa Mobile
Observatory 2011 Report:
In Africa, mobile penetration will reach
649 million connections in Q4 2011,
having first exceeded 50% mobile
penetration in 2010.
Over the past five years, the number of
subscribers across Africa has grown by
almost 20% each year and is set to
reach more than 735 million by the end
of 2012
The mobile ecosystem in Africa
currently generated approximately
US$56 billion or 3.5% of total GDP, with
mobile operators alone contributing
US$49 billion.
GSMA's report found that there was
major untapped potential on the
continent with 36% of Africans within
the 25 largest African mobile markets
currently having no access to mobile
Source: The Economist
http://www.economist.com/node/21541008 services.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

10. LETS START
GLOBALLY
BEFORE WE
LOOK LOCALLY
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

11. HOW BIG IS THE
MOBILE AUDIENCE?
Image: peopleareamazing.net/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

12. MOBILE-CELLULAR SUBSCRIPTION
PER 100 INHABITANTS 2011*
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

13. GLOBAL MOBILE-CELLULAR SUBSCRIPTIONS
TOTAL AND PER 100 INHABITANTS 2001-2011*
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

14. GLOBAL MOBILE-CELLULAR SUBSCRIPTIONS
TOTAL AND PER 100 INHABITANTS 2001-2011*
Source: ITU Statistics
http://www.itu.int/ict/statistics
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

15. MOBILE SUBSCRIBERS and TABLET AND
SMARTPHONE USERS vs. OTHER MARKETS
Chart via: businessinsider.com (June 2011)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

16. 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
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

17. SMARTPHONES SURPASSED FEATURE PHONE
SHIPMENTS IN W. EUROPE (Q2:10) / USA (Q1:11)
Source: Mary Meeker – Internet Trends Presentation – 18 October 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

18. GLOBAL SMARTPHONE VS.
MOBILE PHONE SUBSCRIBERS, 2011E
Source: Mary Meeker – Internet Trends Presentation – 18 October 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

19. THE DIGITAL DIVIDE (PER CAPITA)
Source: Tomi Ahonen (Almanac 2011)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

20. NOW LETS
LOOK
LOCALLY
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

21. MOBILE CONNECTION AND
SUBSCRIBER NUMBERS
ACROSS AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

22. TOP 25 AFRICAN MOBILE COUNTRIES AND TOTAL
MOBILE CONNECTIONS (2011 YTD)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

23. BREAKDOWN OF THE MOBILE CONNECTIONS (2011, Q3, MILLION)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
The top 25 African Mobile countries represent > 91%
of the Total African Connections in 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

24. MOBILE PENETRATION IN THE TOP 25 AFRICAN
MOBILE COUNTRIES (2010 Q4, % PENETRATION)
In the Top 25 Countries, four countries (Libya, South Africa, Morocco and
Tunisia) have penetration rates over 100% highlighting the extensive use of
multiple SIMs by mobile users in Africa.
A report by Buddecomm estimated that 20-25% of the active connections
in both Egypt and South Africa can be attributed to second handsets or
SIMs.
In DRC, connectivity problems between networks and coverage limitations
have also prompted subscribers to use multiple SIM cards to switch
between operators.
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

25. THE TOP 25 AFRICAN MOBILE COUNTRIES MARKET SIZE
AND GROWTH RATES BY CONNECTIONS (2010 Q4)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
Over the past 5 years, every the Top 25 countries have experienced double-digit annual growth in
connections with 21 of the 25 countries seeing growth of over 30% CAGR from 2005 to 2010
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

26. PREPAID AND POSTPAID CONNECTION SHARE FOR THE
TOP 25 AFRICAN MOBILE COUNTRIES (Q2, 2011, %)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
96% of mobile connections in Africa are PREPAID
compared to 52% in Europe and 82% in Latin America.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

27. TELECOMS REVENUES
ACROSS AFRICA (ARPU)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

28. "The real challenge for African telecoms operators,
then, is not to find increasingly ingenious ways to
improve their margins, but rather to find even more
ingenious ways to get customers to increase their
phone budgets. The only way to do that, is to
increase the financial means of customers, putting
the ball squarely in the court of economic growth."
Arthur Goldstuck – MD, World Wide Worx
Forbes - Telcos for Africa: the numbers that matter
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

29. AVERAGE REVENUE PER USER ON FOUR OF THE
MAJOR MOBILE NETWORK OPERATOR GROUPS IN AFRICA
Territories in Africa: 5
Subscriber Base: 43.5 Mil
ARPU per Month: R55,6 (US$ 6,97*)
Source: Sept ’11 Results
Territories in Africa: 17
Subscriber Base: 48.4 Mil
ARPU per Month: US$7.3
Source: Sept ’11 Results
Territories in Africa: 17
Subscriber Base: 111,5 Mil
ARPU per Month: US$7.98*
Source: Sept ’11 Results
* Amount with Rand conversion to Dollars Territories in Africa: 7
included so quoted figure may vary due to Subscriber Base: 17.2 Mil
exchange rate
NOTE: Other MNO groups were not ARPU per Month: US$4.9*
included due to lack of data Source: Sept ’11 Results
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

30. AVERAGE REVENUE PER USER (ARPU) FOR
SELECTED MARKETS (US$, 2007-2011)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
Revenue Per User is on the decline across the continent due to numerous factors including for example price
competition, exchange rate fluctuations and lower purchasing power of mobile subscribers.
Fighting for the share of a consumers spend for mobile services has become increasingly more challenging.
Value Added Services amongst other things will help to stimulate an increase in ARPU
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

31. COMPARISON OF THE COST OF MOBILE SERVICES FROM SELECTED
AFRICAN COUNTRIES AND SELECTED OECD COUNTRIES (US$ PPP)
(PPP = Purchasing Power Parity)
(OECD = Organisation for Economic Co-operation and Development) SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
The Cost of Mobile Services across Africa given the purchasing power of
subscribers is still extremely high compared to other global markets
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

32. TOTAL MOBILE REVENUES BY SERVICE FOR
SELECTED COUNTRIES (US$ BILLION, 2010)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
Across Africa, voice services dominate mobile usage and operator revenues.
South African and Nigerian voice services represented 85% and 93% of
operator revenues respectively in 2010.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

33. MOBILE AND FIXED
INTERNET ACROSS AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

34. GLOBAL MOBILE DATA STATISTICS
21.1 %
By 2015, Nokia Siemens projects
that mobile users will use this much
of their mobile data on “mobile
web/other data”.
400 PB (petabyte)
The amount of mobile data traffic
per month in the second quarter of
2011.
20 %
The amount of mobile data traffic
generated by the top 1% of mobile
data subscribers.
1.2 BILLION
The number of active mobile broadband
subscriptions worldwide in 2011.
Source: http://royal.pingdom.com/2011/12/07/the-mobile-web-in-numbers/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

35. GLOBAL MOBILE WEB BROWSING
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

36. GLOBAL MOBILE WEB BROWSING
The percentage of handsets shipped globally in 2011 that will include some
85 % form of web browser
The number of different types and versions of mobile web browsers in use
60
on mobile handsets.
Estimate of the number of distinct web-capable mobile device models out
6,500
there.
The position of web browsing, behind messaging and apps, in a
3
comparison of share of active smartphone usage.
11.7% The percentage of web users in China that exclusively use a mobile device
to access the web.
140 MILLION Number of people that used the Opera Mini browser in October 2011.
86.2 BILLION Number of pages served By Opera Mini
12,7 PETABYTES The amount of operator data that was compressed for Opera Mini users.
6.95 % Mobile’s share of global web browsing stats in November 2011.
Gartner predicted that the mobile web will be bigger than the desktop
2013
web by then.
97.17 % Google’s share of all mobile search in November 2011.
Source: http://royal.pingdom.com/2011/12/07/the-mobile-web-in-numbers/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

37. FIXED (WIRED)-BROADBAND SUBSCRIPTIONS
PER 100 INHABITANTS, 2011*
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

38. FIXED (WIRED)-BROADBAND SUBSCRIPTIONS
PER 100 INHABITANTS 2007-2011*
Source: ITU Statistics
http://www.itu.int/ict/statistics
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

39. ACTIVE MOBILE-BROADBAND SUBSCRIPTIONS
PER 100 INHABITANTS 2007-2011*
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

40. ACTIVE MOBILE-BROADBAND SUBSCRIPTIONS
PER 100 INHABITANTS 2007-2011*
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

41. SNAPSHOT FROM MARCH 2011
MOBILE VS INTERNET USAGE IN AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

42. 35% Y/Y GLOBAL MOBILE 3G SUBSCRIBER GROWTH TO
936MM (17% OF ALL MOBILE SUBSCRIBERS), Q2:11
Source: Mary Meeker – Internet Trends Presentation – 18 October 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

43. 2G AND 3G NETWORK PENETRATION IN THE TOP 25
AFRICAN COUNTRIES (Q2, 2011)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
The diagram above highlights the extent to which the mobile industry has invested in Africa,
8 countries in the Top 25 have deployed extensive GSM networks such that over 90% of the
population have mobile coverage. 3G services currently cover 52% of the population in
South Africa and are expected to reach 85% of the population by 2013.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

44. 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
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

45. Internet Access in SA 2010, World Wide Worx
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

46. AFRICA, MOBILE AND FIXED BROADBAND
CONNECTIONS (2010-2016)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

47. ESTIMATED FIXED AND MOBILE BROADBAND PENETRATION
IN THE TOP 25 AFRICAN MOBILE COUNTRIES (%)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

48. 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
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

49. HANDSETS AND DEVICE
USAGE ACROSS AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

50. "Feature Phones still dominate African Ecosystem, but with
the proliferation of low cost Chinese Smartphones like sub
$50 Android devices entering the market at a rapid rate, we
will see more African subscriber getting online and taking
part in the global economy. This means more m-commerce
and more m-advertising. These devices are Africa's first rich
media connected devices which will be used to drive product
sales, cost savings, communications and entertainment for
SME's in Africa”
Brett St.Clair
Head of Mobile, Google SA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

51. GLOBAL SMARTPHONE STATS
5.9 BILLION The estimated number of mobile subscriptions worldwide in 2011.
13 % The smartphone share of all mobile handsets in use worldwide.
78 % The % of worldwide mobile data traffic that is consumed by smartphones.
Number of mobile devices sold to end users in 2010, an
1.6 BILLION increase of almost 32% compared to the year before
19 % The percentage of worldwide mobile devices sold that were smartphones
472 MILLION Number of smartphones estimated to be sold worldwide in 2011.
982 MILLION Estimated number of smartphones to be sold in 2015.
The number of people worldwide who have a mobile phone but that do not
50 MILLION have electricity at home. In other words, mobile access has further reach
than electricity.
Source: http://royal.pingdom.com/2011/12/07/the-mobile-web-in-numbers/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

52. Infograph by: @Ivanisawesome
http://afrographique.tumblr.com
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

53. RESEARCH AND SURVEY DATA
http://www.ourmobileplanet.com/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

54. RESEARCH AND SURVEY DATA
SOUTH AFRICAN INFOGRAPH
MOBILE USAGE SURVEY
www.mobileinsights.co.za
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

55. AFRICA’S POWER MOBILE USERS
FEATURE PHONE USER vs SMARTPHONE USER
Source: http://www.ibm.com/smarterplanet/global/share/19jan2012/mobile_africa/
Date: Jan 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

56. SMARTPHONE CONNECTIONS AS PERCENTAGE OF MOBILE
CONNECTIONS IN SELECTED AFRICAN COUNTRIES (2009-2014)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

57. THE FUTURE COST OF HANDSETS
AVERAGE SELLING PRICE (ASP) AND MINIMUM SELLING
PRICE (MSP) FOR HANDSETS BY FEATURE SET 2009-2015
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

58. HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA
HUAWEI SMARTPHONE
ANDROID 2.2 (FROYO) OS
FULL TOUCH SCREEN
200,000 HANDSETS SHIPPED
2,000 ACTIVATIONS PER DAY
“ANDROID OS IS THE FASTING GROWING OS PLATFORM ON THE
INMOBI MOBILE ADVERTISING NETWORK IN KENYA (MARCH 2011)”
SUBSIDIZED COST: KS 8,499 or $95.00
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

59. HUAWEI IDEOS – ANDROID SMARTPHONE FOR AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

60. 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)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

61. MI-FONE, A PHONE FOR AFRICA!
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

62. VODACOM SA HANDSETS (SEPT ‘2011)
IPHONE, BLACKBERRY AND ANDROID DEVICES ON THE NETWORK
Source: Mybroadband
http://mybroadband.co.za/news/cellular/39797-smartphone-war-latest-vodacom-stats.html
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

63. THE IMPACT OF OPERA MINI
BROWSER IN AFRICA
THE STATE OF THE MOBILE
WEB REPORTS JUNE 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

64. OPERA MINI AFRICA SNAPSHOT
SPOTLIGHT ON AFRICA
• The top 10 countries using the Opera Mini browser in this region are Nigeria, South Africa, Kenya, Ghana, Sudan,
Zimbabwe, Tanzania, Ethiopia, Zambia and Morocco.
• Some numbers:
• From June 2010 to June 2011, page views in the top 10 countries of Africa increased by 187%, unique users
increased by 184% and data transferred increased by 199%.
• Growth rates in Africa: Zimbabwe and Morocco lead the top 10 countries of the region in terms of page view
growth (4964.8 % and 1598.4 %, respectively).
• Zimbabwe and Ethiopia lead the top 10 countries of the region in growth of unique users (4483.3 % and 989.5
%, respectively).
• Zimbabwe and Morocco lead the top 10 countries of the region in growth of data transferred (3449.7 % and
1385.9 %, respectively).
• Zimbabwe leads the top 10 countries of the region in page views per user, with each user browsing 713 pages
on average each month.
• Among the countries of Africa, the most popular sites include Facebook, Google, YouTube, Yahoo and Wikipedia.
• We looked at the top 10 handsets used in each of the top 10 African countries. Out of the 100 total handsets listed, 89
of them were Nokia, 7 of them were Samsung, 1 was a Sony Ericsson, 1 was an Alcatel, 1 was an Apple and 1 was an
LG.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

65. OPERA MINI AFRICA SNAPSHOT
TOP VIEWED SITES VIA OPERA MINI BROWSER
COUNTRY RANKING
RANK WAP SITE SOUTH
NIGERIA EGYPT KENYA GHANA SUDAN ZIMBABWE TANZANIA ETHIOPIA ZAMBIA MOROCCO
AFRICA
1 facebook.com 1 1 2 1 1 2 1 1 2 1 2
2 google.com 2 2 1 2 2 1 2 2 1 2 1
3 youtube.com 10 5 3 4 5 3 4 5 4 6 3
4 wikipedia.org 7 4 10 3 4 - 3 4 6 4 8
5 yahoo.com 3 - - 5 3 - 5 3 3 5 -
6 my.opera.com 8 7 9 10 8 6 7 8 7 7 7
7 bbc.co.uk 5 - - - - 5 6 6 5 3 -
8 waptrick.com - - - 7 6 - - 7 - 8 -
9 twitter.com - 8 - 8 - - 9 10 - 9 -
10 dictionary.com - 9 - 9 10 - - 9 10 10 -
11 goal.com 6 - - - 7 - - - - - -
12 live.com - - - - - 9 - - - - 4
13 getjar.com - - - - - 7 - - 8 - -
14 mxit.com - 3 - - - - - - - - -
15 e-okul.meb.gov.tr - - 4 - - - - - - - -
16 tubidy.mobi - - - - - 4 - - - - -
17 vanguardngr.com 4 - - - - - - - - - -
18 kooora.com - - - - - - - - - - 5
19 milliyet.com.tr - - 5 - - - - - - - -
20 bing.com - - 6 - - - - - - - -
SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/ DATE: JUNE 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

66. OPERA MINI AFRICA SNAPSHOT
TOP HANDSETS USING THE OPERA MINI BROWSER
COUNTRY RANKING
RANK HANDSETS
SOUTH
NIGERIA EGYPT KENYA GHANA SUDAN ZIMBABWE TANZANIA ETHIOPIA ZAMBIA MOROCCO
AFRICA
1 Nokia 5130 XpressMusic 2 1 2 2 4 2 1 1 2 3 2
2 Nokia 2700c 1 2 3 3 1 1 2 2 1 4 6
3 Nokia 2330c 8 3 7 1 2 5 3 3 6 2
4 Nokia 2690 4 7 8 4 7 7 4 4 8
5 Nokia C3 9 4 1 7 6 9 10 10 1
6 Nokia 6300 6 8 4 8 6 3 6 10
7 Nokia 2730c 4 6 6 5 7
8 Samsung SGH-E250 10 4 1
9 Samsung SGH-E250i 5 5 7
10 Nokia 3110c 5 8 5
11 Nokia X2 9 5 4
12 Nokia 6303i Classic 9 7 3
13 Nokia N70 3 8 10 9
14 Nokia N72 7 3
15 Nokia 2680s 9 7 9
16 Nokia X2.01 3
17 Nokia 1680c 5
18 Nokia 2630 5
19 Nokia N73 8 8
20 Sony Ericsson K750i 5
SOURCE: OPERA MINI STATE OF THE MOBILE WEB REPORT | WEBSITE: http://www.opera.com/smw/ DATE: JUNE 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

67. OPERA MINI AFRICA SNAPSHOT
KEY OBSERVATIONS
THE MOBILE WEB SITES THAT MOBILE
THE MOST POPULAR HANDSETS
OPERATORS SHOULD ALIGN WITH TO
ACCORDING TO OPERA MINI
DRIVE MOBILE DATA USAGE
SOCIAL NEWS AND
SEARCH
MEDIA UTILITY
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

68. COST EFFECTIVE DATA BROWSING
VIA OPERA MINI BROWSER
Through its data
compression technology,
browsing via the Opera
Mini browser allows for a
cost effective browsing
experience for a mobile
subscriber. In price
sensitive markets across
Africa, the Opera Mini
Browser is providing
users with a great user
experience as well as
data cost savings.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

69. SOCIAL MEDIA VIA OPERA MINI
Page Views
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

70. 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
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

71. THE FORECASTS ON THE
GROWTH OF MOBILE
SERVICES IN AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

72. GLOBAL MOBILE CONNECTIONS BY REGION (Millions)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
“By Sept 2011, Africa contributed 11% (620 Mil) of all
global mobile connections, growing to a projected
12% (910 Million) in 2015”
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

73. TOTAL AFRICAN MOBILE CONNECTIONS AND PENETRATION RATE
FORECASTS (MILLION, % PENETRATION)
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

74. MESSAGING USERS IN AFRICA (2009-2014)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

75. MOBILE BROABAND CONNECTIONS IN AFRICA (FORECASTS)
With the growth predicted for Mobile
Broadband, Cisco estimates that by 2015,
sub-Saharan Africa will have more people
with mobile access than with access to
electricity at home.
SOURCE: GSMA AFRICA MOBILE OBSERVATORY REPORT, SEPT 2011
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

76. MOBILE VALUE ADDED SERVICES
REVENUE IN AFRICA 2008 - 2014
FACT: MOBILE SUBSCRIBERS IN AFRICA ARE BECOMING MORE
AWARE OF WHAT THEIR MOBILE DEVICES CAN DO! AS MORE
VALUE ADDED SERVICES (SMS, MMS, WAP ETC) BECOME
AVAILABLE, SUBSCRIBERS WILL ENGAGE & INCREASE
Source: Informa Telecoms and Media
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

77. MOBILE ADVERTISING
ACROSS AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

78. INMOBI MOBILE ADVERTISING NETWORK
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

79. BUZZ CITY MOBILE ADVERTISING NETWORK
Source: The Buzz City Report (October 2011)
http://www.buzzcity.com/l/reports/The-BuzzCity-Report-Oct2011.pdf
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

80. GOOGLE ADMOB MOBILE ADVERTISING NETWORK
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

81. INFO SNAPSHOTS AND CASE
STUDIES FROM TERRITORIES
ACROSS AFRICA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

82. Source: http://www.ihub.co.ke/blog/2011/09/mobile-broadband-in-kenya/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

83. Source: http://www.ihub.co.ke/blog/2012/01/mobile-technology-in-tanzania/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

84. Source: http://www.ihub.co.ke/blog/2011/10/mobile-technology-in-uganda/
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

85. SOUTH AFRICAN BROADBAND MARKET
VODACOM 4.1 million smartphones (Sept ’11)
MTN 2.6 Million smartphones (June ’11)
CELL C Unconfirmed (Estimated: 400,000)
8TA Unconfirmed (Estimated: < 5,000)
http://mybroadband.co.za/news/broadband/38927-sas-broadband-battle-latest-figures.html
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

86. Internet Access in SA 2010, World Wide Worx
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

87. CURRENT AND INTENDED USAGE OF SOCIAL MEDIA AND
INTERNET ON THE PHONE IN SOUTH AFRICA
Source: Mobility 2011, World Wide Worx
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

88. AFRICA - MOBILE GOVERNMENT READINESS INDEX
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

89. AFRICA - EXAMPLES OF MOBILE GOVERNMENT PROJECTS
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

90. AFRICA’S BEST MOBILE
MONEY CASE STUDY
PRODUCT PENETRATION REVENUE GENERATION
• 82.4 % of Safaricoms Customer Base • M-PESA Revenue up 49.3% to Kshs.7.9 bn
• M-PESA Customer Case: 14,9 million • Kshs. 314 bn ($3.15bn) worth of transactions
• Over 32,000 agents moved between April-September 2011
Source: Safaricom Half Year Results, Nov 2011 http://tinyurl.com/cvxbfwb
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

91. AFRICA’S MOST POPULAR
IM CHAT PLATFORM
OVERVIEW: MXit offers free mobile internet based instant messaging, allowing users to
send and receive one-on-one text and multimedia messages to and from other users and
talk in chat rooms.
MXit operates across 128 countries
128 (Including: Malaysia, Kenya, India, Indonesia,
UK, US, Nigeria, Brazil, France, Germany,
44 MILLION MXit’s Global User Base
MXit users currently send 22-billion
22 BILLION messages a month
An average MXit user spends 45 hours
45 HOURS month on the service
MXit is available on the major Mobile
PLATFORMS platforms: Android, iOS, Java ME,
BlackBerry OS and Windows Mobile
Daily Activations: Estimated 45k to 50k
50,000
new registered user accounts per day
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

92. By 2013, mobile phones will
overtake PC’s as the most common
web access device worldwide
(Source: Merrill Lynch)
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

93. 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
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

94. " 'Hoehler and McHenry' are shaping up to be a
legendary team. They are among a rare breed
of observers who not only have an implicit
understanding of the key numbers, but are able
to give them a context that makes them
meaningful.”
Arthur Goldstuck
MD, World Wide Worx
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

95. "Jonathan Hoehler and Andrew McHenry are two of the worlds
leading African Mobile and Telecoms experts who have joined
forces to resolve a major problem with the Mobile Research in
Africa which is very fragmented and has varying degrees of
accuracy. They have done a phenomenal job to consolidate the
information and provide real insight into worlds fastest
growing Mobile sector”
Brett St.Clair
Head of Mobile, Google SA
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011

96. PRESENTATION COLLABORATORS
Jonathan Hoehler With almost 8 years of experience in the mobile telecoms space in Africa with Starfish Mobile
International Inc, Jonathan has been exposed to many the possibilities that are present in mobile
telecoms in Africa.
Having started at Starfish Mobile in early 2004, Jonathan has moved from the mobile content
department through to the position of Head of Operations in 2006. In 2008, Jonathan was appointed to
the position of Chief Technical officer of Starfish Mobile International.
Now in 2011 with the added role of business development at Starfish Mobile, Jonathan is exploring new
business and revenue generating opportunities across the African Continent. With in-country
experience in Nigeria, Ghana, Uganda, Tanzania, and Congo DRC to name but a few, Jonathan and the
Starfish Mobile team are uniquely positioned to execute the opportunities in the continent that range
from traditional SMS Mobile Marketing and Content Services through to mobile portals, applications,
ecosystems, and advertising.
Andrew McHENRY Former Head of Mobile and Content for GARMAP, with the overall responsibility of running the Garmap
Mobile and Content departments. Having started in March 2008 we have grown our Garmap for Mobile
Navigation install base from only a few thousand to 150+ in South Africa only.
Prior to joining Garmap I was employed for five years working at Leaf International Communication,
having spent two years heading up Leaf’s African expansion, selling to mobile operators and partners in
sub-Saharan African. Before I took on the African expansion role I was Leaf’s executive account manager
on the MTN account looking after the http://www.mtnloaded.co.za portal, at time it was the largest
mobile portal in Africa with over one million subscribers.
With twenty years experience in the information technology industry, spanning software, hardware and
custom application development. Having held positions of sales and marketing manager for Packard Bell
NEC South Africa, and spearheaded the launching of NEC Direct. Before joining NEC I was a founding
member of Aqua Online with the position marketing manager. With overall experience within the ITC
industry including international expertise, having spent nine years in North America and two years in
Europe holding various management positions in channel sales, corporate sales, telesales and product
management.
#MOBILEINAFRICA INSIGHTS INTO MOBILE TELECOMS IN AFRICA DECEMBER 2011