Mobile apps for Africa: Strategies to make sense of free and paid apps (July 2011)
Telecoms and Internet Reports
Document type: Report
Publication date: 19 July 2011
Number of pages: 131
The 131 pages report contains 15 illustrated boxes, 26 tables, 39 charts and 2 maps. It is divided into three distinctive parts: Part 1: The users, the device and the usage; Part 2: The developers and the content; Part 3: Distribution platforms and distribution strategies. The report analyses the nascent apps ecosystem in Africa while providing an analytical framework allowing African mobile operators or other stakeholders to decide on what strategy to adopt regarding mobile apps.
I) The users, the device and the usage
A) The users: where are they in Africa?
1) Benchmarking of African countries by mobile market size
a) Nigeria’s mobile market
b) Egypt’s mobile market
c) South Africa’s mobile market
d) Algeria’s mobile market
e) Morocco’s mobile market
2) 3G Licences: which African countries have completed the process?
a) Benchmarking of African countries in relation to 3G licences
b) Status of 3G data services in high potential countries
3) African countries with the highest potential
B) The device: When will smartphones be as common as the Nokia 3210 once was in Africa?
1) What is the state of smartphones penetration in the high potential markets?
a) South Africa’s smartphone market
b) Egypt’s smartphone market
c) Nigeria’s smartphone market
d) Morocco’s smartphone market
e) Smartphone markets in Ghana, Kenya and Tanzania
2) Feature rich phones still dominate the African handset landscape
3) Smartphone penetration rate forecast
a) High potential
b) Medium potential
c) Low potential
C) The usage
1) What do African mobile users do with their mobile phone?
d) South Africa
2) Mobile Internet usage is mainly “infotainment” too
c) South Africa
d) Angola, Cameroon, Kenya and Nigeria
3) Social networks: the Facebook fever is spreading to Africa
II) The developers and the content
A) The developers
1) Who are the African developers?
2) How is the developers’ ecosystem going to shape up?
B) What are the initiatives to support African apps developers?
1) Which are the supporting organisations?
2) What is the support aimed at and what shape does it take?
3) What are the limitations of these initiatives?
C) What content is developed?
1) SMS application versus smartphone applications
2) Will the user’s demand drive the development of smartphone applications?
3) What content is being developed and will be developed?
4) Is there a hiatus between what users want and what is developed?
D) How will African developers monetise their mobile applications?
1) Potentially more revenue for African apps developers
2) What are the distribution channels available to African developers?
a) Local apps stores
b) International distribution platforms
c) The NGO commercial route
III) Distribution platforms and distribution strategies
A) Description of the “distribution platforms ecosystem”
1) The distribution platforms: when and who?
2) The “apps store”: a disruptive distribution model for mobile content
3) How disruptive have the international apps stores been for African mobile operators so far?
a) African mobile users access to international apps stores
b) Evaluation of potential revenue loss for selected African mobile operators
B) What’s next for African mobile operators?
1) How will the growth of the international apps stores affect Africa and what is changing in the apps ecosystem that could benefit Africa?
a) How will the growth of the international apps stores affect Africa?
b) A changing “apps store ecosystem”?
- Optimisation of the revenue model
- “White label” apps store
- Specialised apps store and regionalisation
2) Early lessons from emerging countries mobile operators launching apps stores
a) Be OS agnostic
b) Know the devices on your network
c) Use “white label” apps store
d) Source international content from third party content providers
e) Don’t forget about additional revenue streams
f) Build a strong local flavour to your apps store
g) Make apps affordable to your subscribers
h) Use carrier billing
3) What is the business case to launch apps store in Africa?
a) Revenue forecast for paid applications
b) Data revenue from apps downloads forecast
c) Revenue from advertising and in-apps purchases
d) What are the strategies available for African mobile operators?
Boxes, Tables, Charts and Maps
Box 1: What smartphones do South Africans want?
Box 2: Nigerians love their BlackBerry
Box 3: What are the figures for smartphone penetration in the UK?
Box 4: App usage survey by Admob Mobile Metrics – February 2010
Box 5: Examples of mobile apps start-ups companies in Africa
Box 6: Time is ripe for African innovators in the online services and apps market to up their game
Box 7: Orange’s initiative to support mobile apps developers in Tunisia
Box 8: South Africa’s successful social network: MXit
Box 9: Need prepaid electricity? There is an app for that in South Africa
Box 10: m-health applications in Africa
Box 11: Potential revenue forecast for local apps in South Africa
Box 12: Apps developers need to read between the lines
Box 13: Ushahidi: An open source project allowing users to crowdsource crisis information via mobile phones
Box 14: WAC – Key results - March 2011
Box 15: “White label” apps store Appia’s business proposal
Table 1: Drivers for mobile apps growth
Table 2: Market potential by country based on current mobile market size
Table 3: Market potential by country based on 3G licence allocation
Table 4: African countries with high potential for mobile apps
Table 5: Market potential by country based on GDP per capita
Table 6: Income level and mobile adoption
Table 7: Mobile OS in selected African countries – 2011
Table 8: Worldwide smartphones shipped 2010 (in million)
Table 9: Top 10 African countries with Facebook users
Table 10: Developers Participation at tech events in various African countries
Table 11: None-exhaustive list of initiatives across Africa
Table 12: Top free and paid apps per category in selected list of international apps stores
Table 13: African countries eligible for developing apps for the Android Market
Table 14: Top four apps stores revenue and market share – 2009/2010
Table 15: None-exhaustive list of mobile apps stores
Table 16: Apps revenue: Store share versus mobile operator’s share
Table 17: African countries with access to the Android Market Place (the user’s side)
Table 18: Average revenue par apps download
Table 19: Data prices per MB across selected mobile operators
Table 20: Data revenue from apps downloads across selected African mobile operators
Table 21: Paid apps revenue forecast – low
Table 22: Paid apps revenue forecast – high
Table 23: Apps uptake among smartphone users (low estimate)
Table 24: Apps uptake among smartphone users (medium estimate)
Table 25: Apps uptake among smartphone users (high estimate)
Table 26: Data revenue derived from apps downloads (estimates)
Chart 1: Revenue forecast from mobile apps downloads in billion US$
Chart 2: Nigeria – Total number of GSM subscribers and annual growth rate between 2003 and 2010
Chart 3: Egypt: Mobile subscribers and penetration rate: Nov 2009 – Nov 2010
Chart 4: South Africa - Mobile subscribers per operator: 2005-2010
Chart 5: Morocco – mobile subscribers per operator – 2010
Chart 6: Algeria – access method to the Internet – 2010
Chart 7: The data device pyramid on Vodacom SA’s network
Chart 8: Smartphone devices versus overall subscribers – Vodacom SA
Chart 9: South Africa - Top handsets makes – Q1-2011
Chart 10: Egypt: Mobile internet users and penetration rate – June 2009 to November 2010
Chart 11: Egypt: Top handsets makes – Q4-2010
Chart 12: Top 8 mobile OS in Nigeria – May 2010 to May 2011
Chart 13: Morocco: Mobile internet users and penetration rate – December 2008 to December 2010
Chart 14: Top 8 mobile OS in Morocco – May 2010 to May 2011
Chart 15: Mobile Internet subscribers and market share per operator – December 2010
Chart 16: Safaricom’s data subscribers and penetration rate
Chart 17: Handset manufacturers market share – Africa
Chart 18: Handset manufacturers market share – USA& EU
Chart 19: The handset pyramid and its shift
Chart 20: Smartphone penetration rate forecast – High potential countries
Chart 21: Smartphone penetration rate forecast – Medium potential countries
Chart 22: Smartphone penetration rate forecast – Low potential countries
Chart 23: Mobile usage 2010 – Morocco
Chart 24: Nigerians’ mobile usage
Chart 25: Mobile and fixed Internet usage – Morocco – 2010
Chart 26: Mobile Internet usage in Kenya – 2010
Chart 27: Mobile Internet usage in Angola, Cameroon, Kenya and Nigeria
Chart 28: Application Store Growth - January - December 2010
Chart 29: Entrepreneurial pyramid in the ICT sector
Chart 30: Mobile initiatives distribution of operators involvement
Chart 31: Total apps and numbers of free and paid apps in major international stores
Chart 32: Revenue sharing model: SMS based content versus mobile apps
Chart 33: Change In Average Price (January - December 2010, All Countries)
Chart 34: Advertising and in-apps purchases potential income for developers
Chart 35: Total number of distinct application seen in the top charts – April 2011 (USA only)
Chart 36: Android Market - Proportion of paid applications per download tier
Chart 37: Revenue share per type (USA only)
Chart 38: SK Telecom T-Store Subscribers (South Korea), September 2009 - March 2011
Chart 39: Advertising revenue versus in-apps purchases revenue
Map 1: Map of iPhone 3G availability worldwide (March 2011)
Map 2: OVI apps store distribution worldwide footprint
Author: Isabelle Gross
Language:available in English only
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