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Harnessing Africa’s Digital Future. Mobile M edia and Business models. Mobile in Africa’s A25. Fastest growing mobile market: 2nd Mobile ends digital divide A25=91% of continent’s mobile users Liberalisation of Telecoms= MNO dev 5 million employees Highly competitive market

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harnessing africa s digital future

Harnessing Africa’s Digital Future

Mobile Media and Business models

mobile in africa s a25
Mobile in Africa’s A25
  • Fastest growing mobile market: 2nd
  • Mobile ends digital divide
  • A25=91% of continent’s mobile users
  • Liberalisation of Telecoms= MNO dev
  • 5 million employees
  • Highly competitive market
    • 60% price drops in some markets
    • Cheap phones= low entry level
    • Roll out of infrastructure
  • Application of modern technologies= growth of African economies
m impact
M- Impact
  • M-Agri
    • 65% sub Saharan pop- subsistence farming
    • Vital Agri –information: Weather, diseases
    • Training and Advice: Farming practices
    • Market related info
  • M-Learning
    • Facilitate education & learning to remote areas
    • Cost of education +language & social barriers
    • On job training to professionals: Health care modules
      • Download from central database
m impact1
  • M- Banking
    • M-Pesa by Safaricom, e-wallet
    • Financial services to low income groups
    • Access to insurance, pension
    • Increase of bankers = stability in low income groups
  • M-Health
    • Data for disease surveillance
    • Remote diagnosis via telemedicine
    • Gathering and managing health info 4 Professionals
    • Coordinating medical drug distribution
contribution to m ecosystem
Contribution to M-ecosystem
  • How will the Content and Services sector increase contribution??
mobile users
Mobile Users
  • Generation X
    • Digital Immigrants: technology when supports lifestyle needs
    • Produce and share digital content
  • Generation Y
    • 18- 28 could be younger in some states
    • Digital natives: access, familiarity & digital fluency
    • Produce and share digital content
    • Behavioural changes: globalization, focus on experience, individualisation
    • Key to future growth
  • Analogue
africa s digital natives
Africa’s Digital Natives
  • 43% of population under 25, & growing 2nd to asia
  • Mobile in Africa dominated by mobile PHONES
  • Changes in consumption patterns
  • They want:
    • Speed, multitask, graphics, random access-hypertext, networked,
    • Greater control over lifestyle choices & desire to belong
    • Little or no patience- short attention span
    • Consumption driven by ‘digital instant gratification’
    • Interactivity
    • Prosumers
  • Formats: Broadsheets suck
  • Relevance: Youth editorial advisory boards
  • Make it: Quick, Newsy & Useful
monetizing mobile
Monetizing Mobile
  • Traditional models obsolete- can’t all be imported onto new platforms
  • Laws and regulations:
    • Media operates across jurisdictions
    • ICT Development agenda policies
  • Main techniques: advertising and subscription
      • Mobile Marketing- calls, txt, mms, sms, splash
      • Subs: Cell phone users accustomed to paying
  • Simple adaption: e-versions or m-versions- but low end phones?
  • Digital media measurement: formulating and revising strategies
  • Cultivation of exclusivity: innovative & diverse content
  • ‘Freemium’: Charge for some, have ‘benefits” , rewards
  • Content & Apps
  • Info products, location based products
  • Media: Content organising experts
uct study
UCT study

Mobile Content Services Users


Undersea cables might increase availability

Need to free up spectrum from 2G, 3G

Terrestrial most expensive part

  • Problem? Energy
  • 2009- Kenya Low end solar powered mobile phone



The rest of the M-ecosystem is already repositioning itself...

  • Media need to get involved!