AITEC East Africa ICT Summit 8th September 2010 Mobile Applications in East Africa Moses Kemibaro, Dotsavvy Limited
Leading Quote. “The past is prologue” - Shakespeare
What does the future look like?
We've come a long way....
A long way indeed...
To get this far...
And even further...
To broadband at our door steps.
And better yet, 3G in the palm of our hands!
To connecting rural Africa via mobile.
The mobile is everywhere in Africa.
The mobile scenario in Africa, today. 550+ mil ion mobile subscribers (1 in 3 Africans have a mobile phone) East Africa has 50+ mil ion mobile subscribers (50% penetration). 2.5G and 3G are becoming ubiquitous on the continent. Mobile money is becoming de facto. Total Cost of Ownership (TCO) is dropping. Legislation is coming into place.
Africa's “iPhone”, for now.
The mobile in Africa is more than a phone. SMS/Texting. The Internet (in al its forms) Financial Services (i.e. bank and insurance). Entertainment (i.e radio, tv, camera) Business. Health information Ultimately, a lifestyle enabler across the board!
The case for mobile apps in East Africa. A market of over 50 mil ion mobile subscribers. Proliferation of mobile data services. Mobile money enables monetization for mobile apps. Skil base is growing as app developers and initiatives take root. Innovative mobile apps like M-Pesa show potential for success. Global trends give diriection.
What is happening on the ground? Innovation hubs are being set-up. Academic institutions are partnering with business for incubators. M-commerce start-ups are proliferating. Mobile money is commonplace and augmented. Government services are going “M”. Learning is going mobile. Ultimately, change is happening.
The Safaricom Academy.
Emobilis Mobile Technology Academy.
Nokia and UON Partner for Mobile Labs.
The iHub in Kenya.
The Applab in Uganda.
InfoDev Mobile App Lab for Africa
Kes. 8,000.00 IDEOS Android for Kenya.
Nokia's OVI App Wizard.
Samsung “Bada” Mobile Apps for Kenya.
Android Market launches in Kenya
US$ 4M ICT Board Local Content Grant.
Mobile App Channels. SMS (Communications and Applications). SIM card-based (USSD and IVR). Mobile Web (Using 2G and 3G to access apps via web) Software Platforms (i.e. Java ME, Android, iOS, Symbian, etc)
Where are we today with mobile apps? A market of over 50 mil ion mobile subscribers in East Africa. Proliferation of mobile data services. Mobile money enables monetization for mobile apps. Skil base is growing as app developers and initiatives take root. Innovative mobile apps like M-Pesa and VAS show potential for success. Global trends point to direction.
Nokia OVI - AfroHotOrNot
Nokia OVI – Wazzap.
Sembuse mobile community.
Mocality, mobile business directory.
NIC Bank, Mobile Banking.
What are the numbers telling us? Nokia devices lead in Africa giving Symbian and Java ME leadership, for now. The primary devices in Africa are feature phones but smartphones are becoming commonplace. Android, Blackberry and Apple wil continue to grow. The question therefore is where should mobile apps in Africa be focussed?
Admob Device Statistics: May 2010.
Admob Mobile OS Statistics: May 2010.
Opera SMW for Kenya: July 2010
Opera SMW for Tanzania: June 2010
Platforms Used: 2010
Marketing Reasons: 2010
Technical Reasons: 2010
Mobile Apps: M-Government. Realization of M-Government for G2G, G2B and G2C services. Global competitiveness in knowledge and business process outsourcing for economic growth. Creation of new jobs and industries, as wel as improved national productivity in existing industries. Enhanced education via M-Learning.
Mobile Apps: M-Business. World-class and low-cost infrastructure for business applications and content. Improved access to global markets. Near-free and real-time global communications due to convergence. Improved workforce productivity and col aboration with strategic partners. Emergence new/enhanced business models.
Mobile Apps: M-Citizens. Access to mobile multimedia entertainment, anywhere and anytime. Improved mobile social networking, col aboration and communication. Wil work or school from home, or anywhere for that matter via mobile. Improved access to m- services such as m-commerce and m-government.
Mobile Apps: M-Infrastructure. Affordable and accessible high speed mobile Internet, continent-wide and in rural Africa. Deployment of next generation mobile Internet infrastructure (i.e. 4G) especial y in the “last mile”. Innovation in Africa to take advantage of concepts like m-commerce, converged media, social media, m- learning, etc.
Mobile Apps: M-content There is very limited local m-content in Africa – this is going to a massive opportunity, and a chal enge! Lots of local content already exists, but its not mobile. It has to be digitized, edited, packaged and delivered. Local content created just for mobile channels wil also be key. Content > Interest > Growth > Value!
Mobile Apps: M-Inclusion. Need for "m-literacy” in Government, Business and Citizenry. Create m-inclusion programs for the whole country, especial y in rural Africa where connectivity is limited. Confidence and trust needed for the skil ful use of mobile apps to play, learn, socialize and work. A fundamental understanding of the social-economic benefits
Mobile Apps: M-Partnerships. Government and Business must work together to realize the full potential of mobile apps. Business has to drive innovation and delivery. Government needs to create the enabling environment. Citizens must be able to ful y participate in the mobile apps economy with both the Government and Business.
Key factors for Mobile Apps Success. Availability – Accessible and useful? Context – Interesting and relevant? Quality – High standards? Cost – Affordable for al ? Model – Ad supported? subscription? freemium? sel ?
In Concluding. Mobile money shows that Africa can lead in mobile apps when given the chance. Mobile apps are just getting off the ground in Africa but ultimately have to meld communication and social lifestyle elements to succeed. The who, why, what and when matter. Ultimately, value is realized when users engage with mobile apps.