Harnessing Africa’s Digital Future

Harnessing Africa’s Digital Future Mobile Media 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 • 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-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-Impact • 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

M-ecosystem- Value Chain

Contribution to M-ecosystem • How will the Content and Services sector increase contribution??

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 • 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 • 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 Mobile Content Services Users

Some of the Dialogues...

Bandwidth Undersea cables might increase availability Need to free up spectrum from 2G, 3G Terrestrial most expensive part

Innovation • Problem? Energy • 2009- Kenya Low end solar powered mobile phone http://www.youtube.com/watch?v=9aBi7X2L8hc

The rest of the M-ecosystem is already repositioning itself... • Media need to get involved!

Thank you

Harnessing Africa’s Digital Future