mobile web africa

i went to the mobile web africa conference a couple of weeks ago. it was very illuminating in terms of the challenges, opportunities and methods of overcoming these that people are employing to get their product out (whether it is philanthropic or commercial). i took some notes, so excuse how rough and indstinct they are. let me know in the comments if i can explain anything.

6.65% of Africa uses PC internet
Top 10 countries= 85% of market
15% of cell users use net globally= 500MM
Google & Facebook #1 destinations- PV in Africa increased 422% YoY
SA 25.7% CAGR- 2013-16.9MM (2/3 mobile)
Tier 4 (R20/day) is shrinking, Tier 3 has exploded(R20-R140/day)
LSM 1-6 never use data
Big peak in December
Vodacom Live has 3MM on portal
Smartphone usage = 39x data usage
3 things to get net to Africa-data pricing
Settings configured
Content adaptation

the grid-location based services
LBA_ push-enter a mall, get an ad
LBA_pull-GPS then trigger something
How to find you- GPS, cellular LBS (cell mast triangulation), wifi hotspot(US), IP address, user defined
Advertising- time of day/week
Susceptebility to message
Low value of ads, high ctr
The grid-80% java, 10% mobi site, 10% other
90% prepaid

Africa 32% YoY subscriber growth
Cellular drives business, not just communication
Nigeria highest global access to BBC sports channel

Opera Mini 4.2 – sync with internet cafe- (bookmarks, history etc)
Wml dead- big for games, porn & ringtones
More mobile future- simpler code, minimal javascript, move less data, adapt better for everyone, use what is available- less battery usgae & data cost
Content is still king
Make mobile simple
Site, apps or widgets?
Apps- rewrite for each device
W3c widgets- specialised tools, html- easy to make
Websites- generic spaces
2 year cycle from phones sold in europe to trickle down to markets in africa

16MM reg users
1,940 phones compatible
Daily- 20-23MM logons, 10MM logouts, 2MM pictures, 600MM packets.
Demographic 42% 19-25, 27% 15-18
First thing people ask- what is you SLR (sex, language, race)
Very price sensitive audience
Things they do (some more speculative; dating, counsellling, ads entertainment (virtual goods etc),social development, radio & TV interaction, classifieds, LBS, social network, microtransactions (skins, chat rooms)
Classifieds 2,100 postings/day 330k subscribers
Mxit confessions
Roleplayers in ecosystem- Mxit, phone manufacturers, end users, mobileoperators, content providers, brands & advertisers, government & regulators, competitors

How to catapult mobile web;
Free & low priced data plans
Bring down handset costs- don’t compromise on user experience
Create lots of local content

More mobile phones than toothbrushes
Next 1BB is emerging markets
$2-$1/day=2.7BB= nothing
Need to find solution-total cost of ownership<$5/month

Peer to peer learning vNB for getting people to use new technologies
Age 25-50 are not English speakers, technical neophytes, below that more literate

connected action consulting
Social fabric will be digitised & available on mobile
2% of the population care about a topic, 0.5% are regular contributors
-start conversations
-answer people
-trigger discussions
20% of internet content is Q&A
Information wants to be copied
2pm & 2am tells who you are
Robin Dunbar says your brain can handle 150 r’ships

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